Industry News Past Editions
You can view recent past editions of the Industry News and EMT Express here.
Past Editions of Industry News – formerly EMT Express
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October 20, 2025
Giant pumpkin at the Stillwater Harvest Festival / Photo Credit: Thomas Wieland Register to Attend Off-Season Product Development Webinar
The second session in the fall Explore Minnesota Continuing Education Series will feature Off-Season Product Development and occur at 2 p.m. on Tuesday, Oct. 21. This webinar is free to attend, but advance registration is required to receive the link to join.
Speakers Dr. Kristin Lamoureux from Virginia Tech and Simon Jones, founder of TourismWORKS and NatureScapes, will explore strategies for building tourism products that thrive outside peak seasons.
Register for the Off-Season Product Development webinar now.
Add Your Luminary, Holiday, and Winter Events to ExploreMinnesota.com
The holidays are right around the corner. To have your luminary, holiday or winter events considered for inclusion in various Explore Minnesota communications, log into the Explore Minnesota extranet to update and/or create new listings by Friday, Nov. 7.
Please note that submitting an image with your event listing increases the likelihood of your event being featured in an upcoming newsletter or social media post. For technical assistance, contact our extranet team at tourism@state.mn.us.
Update your listing on the Explore Minnesota extranet.
Join the Explore Minnesota Leisure Group Market Meeting
Explore Minnesota will hold a meeting about initiatives and opportunities in the leisure group market on Wednesday, Nov. 12, between 3 and 4 p.m. Whether you are active or interested in the group tour market, please join us in person at the Explore Minnesota office or virtually via Teams.
Explore Minnesota’s office address is: 121 7th Place East, St. Paul, MN 55101. We are located on the 3rd floor, suite 360. Please note: Downtown St. Paul roads outside of our building are currently under construction. Please allow yourself enough time to navigate these necessary but sometimes challenging upgrades.
If attending in person, please email Brenda Maas at brenda.maas@state.mn.us or join the conversation via TEAMS here.
Industry Partners Invited to Participate with Explore Minnesota at U.S. Travel’s IPW 2026
Explore Minnesota invites the industry to join us at U.S. Travel’s IPW, May 17 – 21, 2026, in Fort Lauderdale, Florida. IPW is the United States' largest international inbound travel trade show. This opportunity comprises a shared booth and shared appointment schedule during the trade show.
The cost per partner is dependent upon overall industry participation and is being subsidized by Explore Minnesota. Space is limited to three (3) partner organizations. Explore Minnesota will invoice the total cost at the time of commitment. The deadline for commitment is Nov. 5.
If you are interested, please contact Jen Schak, Market Development Manager, at jennifer.schak@state.mn.us for more information.
Showcase Your Community by Listing Your Film-Ready Locations
Local communities and property owners play a key role in attracting film production. Do you have locations to list in Explore Minnesota’s film-ready Location Guide? We are seeking a variety of settings: prairies and plains, farms and barns, bluffs and rock formations, forests, lakes, rivers, waterfalls, lighthouses, charming main streets and small towns, urban areas, industrial warehouses, college campuses, epic driving routes, and unique terrain. In addition, empty or unused buildings—such as former post offices, schools, and jails—can double as film sets, making them especially valuable to productions.
List your locations in the Minnesota Location Database to showcase the diversity your area has to offer. By adding your locations, you help filmmakers see the possibilities in your community while creating economic opportunities and building visibility for your local businesses and attractions.
Apply to be a Mentor at the 2026 Tourism Conference or Apply for a Scholarship
Minnesota’s post-secondary students and members of Tribal Nations are eligible to receive complimentary registration to the 2026 Explore Minnesota Tourism Conference through the Scholarship Program.
Tourism professionals are eligible to receive complimentary registration by volunteering as a mentor through our Mentorship Program.
Those attending through the Scholarship or Mentorship Program will receive complimentary registration and mileage reimbursement. Please use the links below for details, eligibility requirements and application.
The deadline to apply for Scholarship and Mentorship programs is Friday, Nov. 7.
Submit a Nomination for the Explore Minnesota Tourism Awards
Celebrate the best of Minnesota tourism by submitting a nomination for the Explore Minnesota Tourism Awards. Help us celebrate the outstanding people, marketing and initiatives that make Minnesota a premier travel destination.
Awards include:
- Outstanding Marketing Campaign
- Social Media Excellence
- Outstanding Video
- Best Destination Website
- One Minnesota Award
- Emerging Leader
The eligibility period for each award is Jan. 1 - Dec. 31, 2025. Awards will be presented at the 2026 Explore Minnesota Tourism Conference. Nominations are open through Dec. 12.
Learn more and submit your nominations.
Sponsor the 2026 Explore Minnesota Tourism Conference
Conference sponsorships are a fantastic opportunity to promote your brand while connecting with hundreds of tourism and industry professionals from across the state. Sponsorships are available on a first-come, first-served basis and must be paid in full by Jan. 9, 2026.
Sponsored brand activations and additional visibility opportunities may also be available at the Duluth Entertainment Convention Center during this event. To learn more, please contact Kari Brumback at 612-513-8898 or kari.brumback@state.mn.us.
Upcoming Industry Webinars
- Explore Minnesota and Virginia Tech, Off-Season Product Development, Oct. 21, 2 p.m. CST
- Canto, From Content Chaos to Content Intelligence — The Next Generation of DAM, Oct. 22, 11 a.m. CST
- Omnibound.ai, 10 Tips for Becoming an AI-First B2B Marketer, Oct. 23, 1 p.m. CST
- National Scenic Byway Association, Birders, Bikers & Beyond: Who's Your Byway Traveler?, Oct. 23, 2 p.m. CST ($40 for non-members)
- U of M Extension, Building Community Prosperity for the Next Generation, Oct. 27, noon CST
- Zartico, Unlocking Innovative New Capabilities, Nov. 12, 11 a.m. CST
- Outstanding Marketing Campaign
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October 13, 2025
Governor Walz Celebrates 2025 Governor’s Pheasant Hunting Opener / Photo Credit: Office of the Governor Successful Minnesota Governor's Pheasant Hunting Opener Held in Ortonville
Governor Walz today celebrated the annual Minnesota Governor’s Pheasant Hunting Opener, Oct. 10-11, in Ortonville and Big Stone County.
Dignitaries celebrated the pheasant hunting opener weekend with a public land celebration on Friday afternoon at the Patrick Greuel Tract of the Big Stone Wildlife Management Area. Following, the community celebrated with a food truck gathering in downtown Ortonville. Saturday included a hunter's breakfast, a hunter's safety overview, a post-hunt lunch and bird cleaning at Lakeside Park along the banks of beautiful Big Stone Lake. Seven roosters were harvested by all hunting parties during Saturday's hunt.
The events demonstrated Ortonville’s scenic and vibrant community, conservation work, public lands, and community spirit for hundreds of invited guests. “Thank you to the people of Ortonville and Big Stone County for this memorable celebration of community and our pheasant hunting traditions,” said Governor Walz. “As a lifelong pheasant hunter, I applaud the vital conservation work being done by organizations in Big Stone County and across our state’s pheasant range. It is the incredible conservation work and the outpouring of support from community volunteers that make this sport and this event possible.”
Thank you to Big Stone Lake Area Chamber of Commerce and CVB, the community of Ortonville, Big Stone County, and all the volunteers, hunters, and sponsors for hosting an outstanding event.
The 2026 Minnesota Governor's Pheasant Hunting Opener will take place in Northfield and Rice County, Oct. 9-10, 2026. Explore Minnesota and the Minnesota Department of Natural Resources will assist local partners in planning the event.
Register to Attend Outdoor Recreation Economic Impact Meeting in Rochester
The Minnesota Outdoor Recreation Industry Partnership (ORIP) is hosting a public outreach meeting on Oct. 23, from 2 to 4 p.m. at the Quarry Hill Nature Center in Rochester. The meeting will share findings from the newly released Minnesota Outdoor Recreation Economic Impact Report and discuss strategies to grow the state’s outdoor recreation economy.
This meeting is open to anyone interested in outdoor recreation, including business owners, nonprofit leaders, policymakers, economic development professionals, land managers, tourism/hospitality professionals, and outdoor enthusiasts. Attendees will hear a short presentation on the report’s key findings and take part in an interactive discussion about how outdoor recreation benefits communities and creates economic opportunities.
Seating is limited; please register by Oct. 17. Know someone who should be in the room? Please forward this invitation to them.
Register Now for Off-Season Product Development Webinar
The second session in the fall Explore Minnesota Continuing Education Series will feature Off-Season Product Development at 2 p.m. on Tuesday, Oct. 21.
Speakers Dr. Kristin Lamoureux from Virginia Tech, and Simon Jones, founder of TourismWORKS and NatureScapeswill explore strategies for building tourism products that thrive outside peak seasons. This webinar is free to attend, but advance registration is required to receive the link to join.
Register for the Off-Season Product Development webinar now.
Join the Explore Minnesota Leisure Group Market Meeting
Explore Minnesota will hold a meeting about initiatives and opportunities in the leisure group market on Wednesday, Nov. 12, between 3 and 4 p.m. Whether you are active or interested in the group tour market, please join us in person at the Explore Minnesota office or virtually via Teams.
Explore Minnesota’s office address is: 121 7th Place East, St. Paul, MN 55101. We are located on the 3rd floor, suite 360. Please note: Downtown St. Paul roads outside of our building are currently under construction. Please allow yourself enough time to navigate these necessary but sometimes challenging upgrades.
If attending in person, please email Brenda Maas at brenda.maas@state.mn.us or join the conversation via TEAMS here.
Apply for a Scholarship or Become a Mentor at the 2026 Tourism Conference
Minnesota’s post-secondary students and members of Tribal Nations are eligible to receive complimentary registration to the 2026 Explore Minnesota Tourism Conference through the Scholarship Program.
Tourism professionals are eligible to receive complimentary registration by volunteering as a mentor through our Mentorship Program.
Those attending through the Scholarship or Mentorship Program will receive complimentary registration and mileage reimbursement. Please use the links below for details, eligibility requirements and application.
The deadline to apply for Scholarship and Mentorship programs is Friday, Nov. 7.
Submit a Nomination for the Explore Minnesota Tourism Awards
Celebrate the best of Minnesota tourism by submitting a nomination for the Explore Minnesota Tourism Awards. Help us celebrate the outstanding people, marketing and initiatives that make Minnesota a premier travel destination.
Awards include:
- Outstanding Marketing Campaign
- Social Media Excellence
- Outstanding Video
- Best Destination Website
- One Minnesota Award
- Emerging Leader
The eligibility period for each award is Jan. 1- Dec. 31, 2025. Awards will be presented at the 2026 Explore Minnesota Tourism Conference. Nominations are open through Dec. 12.
Learn more and submit your nominations.
Become a Sponsor of the 2026 Explore Minnesota Tourism Conference
Conference sponsorships are a fantastic opportunity to promote your brand while connecting with hundreds of tourism and industry professionals from across the state. Sponsorships are available on a first-come, first-served basis and must be paid in full by Jan. 9, 2026.
Sponsored brand activations and additional visibility opportunities may also be available at the Duluth Entertainment Convention Center during this event. Please contact Kari Brumback at 612-513-8898 or kari.brumback@state.mn.us to learn more.
Community of Minnesota Resorts Hosting 41st Annual Fall Conference
The Community of Minnesota Resorts (CMR) is hosting the 41st Annual Fall Conference on Oct. 24-26 at the Sanford Center in Bemidji.
CMR is Minnesota’s go-to resource for resort and campground owners—providing education, connections, and practical tools to help your business thrive. By attending the Fall Conference, you’ll gain insider knowledge, actionable strategies, and the support of a vibrant community of fellow resorters who understand the challenges and opportunities of running a family-owned or small business in Minnesota’s resort industry.
This year’s conference features expert-led sessions and interactive small-group roundtables on Guest Communication, AI & Tech, Airbnb/VRBO, Family Life Balance, Disaster Planning, Sustainability, Adding Amenities, Financing & Refinancing, and Best Accounting Practices. Learn from industry leaders, share ideas with peers, and take-home strategies you can apply immediately to grow your resort or campground.
Learn more and register online.
Upcoming Industry Webinars
- On24, Bringing Your Webinars Back from the Dead, Oct. 14, 1 p.m. CST
- Explore Minnesota and Virginia Tech, Off-Season Product Development, Oct. 21, 2 p.m. CST
- Canto, From Content Chaos to Content Intelligence — The Next Generation of DAM, Oct. 22, 11 a.m. CST
- Omnibound.ai, 10 Tips for Becoming an AI-First B2B Marketer, Oct. 23, 1 p.m. CST
- National Scenic Byway Association, Birders, Bikers & Beyond: Who's Your Byway Traveler?, Oct. 23, 2 p.m. CST ($40 for non-members)
- U of M Extension, Building Community Prosperity for the Next Generation, Oct. 27, noon CST
- Zartico, Unlocking Innovative New Capabilities, Nov. 12, 11 a.m. CST
- Outstanding Marketing Campaign
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October 6, 2025
Fall Drone Shot of Eagle Valley Golf Course, Woodbury / Photo Credit: Destination Woodbury Register to Attend Outdoor Recreation Economic Impact Meeting in Rochester
The Minnesota Outdoor Recreation Industry Partnership (ORIP) is hosting a public outreach meeting on Oct. 23, from 2 to 4 p.m. at the Quarry Hill Nature Center in Rochester. The meeting will share findings from the newly released Minnesota Outdoor Recreation Economic Impact Report and discuss strategies to grow the state’s outdoor recreation economy.
This meeting is open to anyone interested in outdoor recreation, including business owners, nonprofit leaders, policymakers, economic development professionals, land managers, tourism/hospitality professionals, and outdoor enthusiasts. Attendees will hear a short presentation on the report’s key findings and take part in an interactive discussion about how outdoor recreation benefits communities and creates economic opportunities.
Seating is limited; please register by Oct. 17. Know someone who should be in the room? Please forward this invitation to them.
Off-Season Product Development Webinar Open for Registration
The second session in the fall Explore Minnesota Continuing Education Series will feature Off-Season Product Development and kick off at 2 p.m. on Tuesday, Oct. 21.
Speakers Dr. Kristin Lamoureux from Virginia Tech and Simon Jones, founder of TourismWORKS and NatureScapes will explore strategies for building tourism products that thrive outside peak seasons. This webinar is free, but advance registration is required to receive the link to join.
Register for the Off-Season Product Development webinar now.
2026 Explore Minnesota Tourism Conference Registration Open
The 2026 Explore Minnesota Tourism Conference will be held at the Duluth Entertainment Convention Center on Tuesday, Feb. 11 and Wednesday, Feb. 12, 2026. This annual event is tailored specifically for the Minnesota tourism industry and features national keynote speakers, topical breakout sessions, networking opportunities, and plenty of fresh and actionable ideas.
Registration for in-person and virtual attendance is now open. Tourism Conference Student and Tribal Nations Scholarship, as well as Mentorship Programs are also now open and accepting applications. The cost to attend the in-person 2-day conference is $275 per person.
Sponsor the 2026 Explore Minnesota Tourism Conference
Conference sponsorships are a fantastic opportunity to promote your brand while connecting with hundreds of tourism and industry professionals from across the state. Sponsorships are available on a first-come, first-served basis and must be paid in full by Jan. 9, 2026.
Sponsored brand activations and additional visibility opportunities may also be available at the Duluth Entertainment Convention Center during this event. Please contact Kari Brumback at 612-513-8898 or kari.brumback@state.mn.us to learn more.
Increasing International Tourism Through Familiarization Tours (FAM)
Nine travel agents from German-speaking countries (Germany, Austria, and Switzerland) spent over two days learning about attractions and itinerary options in Minnesota during a recent familiarization tour (Fam) on September 23-25, 2025. The itinerary included partners Bloomington, Minneapolis, St. Paul, Red Wing, Lake City, Wabasha and Winona before the international group moved on to Wisconsin and Illinois.
Next, fam participants will share their experiences with their peers and clients in their home countries, which will positively impact Minnesota. In 2024, 21,500 Germans traveled to the state, according to Tourism Economics data, supporting the nonstop flight from Frankfurt, Germany (FRA) to Minneapolis-St. Paul (MSP).
Explore Minnesota partnered with Brand USA, the U.S. destination marketing organization, to support the FAM. To learn more about partnering with the Market Development team on international FAMs, contact Brenda Maas at brenda.maas@state.mn.us or 651-757-1886.
Travel agents from Germany, Austria and Switzerland spent over two days becoming familiar with Minnesota, including a tour of Red Wing on the Red Wing Trolley.
Explore Minnesota Secures National Coverage for the Month of September
Explore Minnesota has secured the following media coverage for the month of September. Highlights include Beth Luberecki’s inclusion of the St. Croix River Valley in Family Vacationist and Evie Carrick’s inclusion of the North Shore Scenic Byway in Travel + Leisure.
Secured media coverage for the month, garnering 305,883,981 impressions and ad value equivalency of $2,825,444.32.
- Beth Luberecki, Family Vacationist: From long weekends to full-fledged vacations, these are the best family getaways for fall 2025 (UVPM: 15,088) Syndicated to USA Today (UVPM: 65,148,121) and MSN (UVPM: 103,994,190)
- Nicholas Derenzo, AFAR: Track Wolves, Dive Shipwrecks, Hunt for Truffles: 52 Epic Adventures in Every State (UVPM: 770,184) Syndicated to MSN (UVPM: 103,994,190)
- Evie Carrick, Travel + Leisure: This Lesser-known Scenic Byway Is One of the Best Fall Road Trips in the U.S.—and It’s Studded With Waterfalls, Incredible Lake Views, and Charming Small Towns (UVPM: 12,932,838) Syndicated to Yahoo! (UVPM: 18,372,064)
- Caroline Eubanks, Azure Road: What’s in a Name? Indigenous Tourism as a Force for Cultural Preservation (UVPM: 2,955). Also shared on the author’s blog (UVPM: 1,540)
- Michelle Mastro and Natalie Mechem, Midwest Living: 11 Unexpected Ways to See Fall Color in the Midwest (UVPM: 223,811). Also shared on Facebook (217,000 followers)
Spring/Summer Travel Indicators Report Now Available
Explore Minnesota (EMN) regularly reviews and analyzes travel indicators to better understand tourism industry trends and health. A new report focused on state-level spring/summer season trends from April to August 2025 is now available. This report also provides 2024 visitation and tourism economic impact numbers, alongside research findings from three industry research partners.
- 2024 Economic Impact - Minnesota's tourism economy was strong in 2024 with a 1.7% year-over-year (YoY) increase in visitation, to 81.6 million total visitors, and a 4.3% increase in visitor spending, to $14.7 billion.
- Minnesota Tourism in 2025 - Minnesota and national spring/summer 2025 and year-to-date lodging, jobs and air travel trends are more down than up. Decreases are related to economic challenges impacting leisure traveler behavior and negative Canadian sentiment towards the U.S.
- Accommodations – Year-to-date 2025 hotel key performance metrics vary across the state, with some regions up and some down. For the spring/summer season, Minnesota’s average monthly occupancy percentage was 64%, ADR was $138 and RevPAR was $89, all below total U.S. averages.
- L&H employment – Between April and August 2025, Minnesota’s Leisure & Hospitality (L&H) industry employed a monthly average of 284k people, a similar amount to 2024.
- Air travel – The Minneapolis-Saint Paul Airport (MSP) airport had 16.5 million passengers during the spring/summer season. This is a 2.8%, or almost 500k decrease from 2024.
- Tourism business sentiment – According to a recent EMN sentiment survey, during the spring/summer 2025 season, business activity was down for 51% of Minnesota tourism participating businesses, up for 30% and similar to 2024 for 21%.
- Canadian & overseas visitation – For 2025 through August, Canadian arrivals to Minnesota are down 18% compared to 2024. According to a 2025 forecast, experts anticipate a 4% decrease in year-over-year (YoY) overseas visitation to Minnesota.
Overall, industry research findings show that Minnesota ranks well for many destination attributes, including top rankings for scenic beauty, family friendliness, a welcoming atmosphere, safety, and exploration. The top reason for not visiting is that Minnesota is not on travelers’ radar.
In the next year, 36% of active U.S. leisure travelers intend to travel with their children. Two-thirds of travelers with children will take an overnight trip so that their children can participate in an activity, including sporting and music events, and summer camp.
Negative international sentiment towards the U.S. has developed, and fewer Canadians are visiting. However, Minnesota’s 2025 year-to-date hotel occupancy has increased 1.3%. This rate stands counter to other northern border states, including Maine, North Dakota and Vermont, which have experienced \year-over-year (YoY) hotel occupancy rate drops of 5 to 6%.
View the full report for more detailed findings.
Despite Financial Concerns Americans’ Appetite for Leisure Travel Is Strong
According to a Sept. 2025 Longwoods International survey, 91% of U.S. leisure travelers have plans to travel in the next six months. However, four in ten travelers reported that factors are limiting or discouraging them from taking a leisure trip in the next year. The top factors are financial constraints and economic uncertainty (75%). Despite agreement that travel is becoming too expensive, 54% are willing to reduce spending in other areas of life to prioritize travel.
Other survey questions addressed the longer-term impacts of the pandemic. About a third of travelers reported that COVID-19 has changed how they travel. Among this group, 62% now practice increased caution and hygiene practices. Another third of travelers reported that following the pandemic, “Travel is more important to me [compared to before].”
For more research findings, view the full report.
Upcoming Industry Webinars
- MarketingProfs, Demand Generation, Marketing Strategy, Email Marketing, Oct. 10, 10:30 a.m. CST
- On24, Bringing Your Webinars Back from the Dead, Oct. 14, 1 p.m. CST
- Explore Minnesota and Virginia Tech, Off-Season Product Development, Oct. 21, 2 p.m. CST
- National Scenic Byway Association, Birders, Bikers & Beyond: Who's Your Byway Traveler?, Oct. 23, 2 p.m. CST ($40 for non-members)
- Beth Luberecki, Family Vacationist: From long weekends to full-fledged vacations, these are the best family getaways for fall 2025 (UVPM: 15,088) Syndicated to USA Today (UVPM: 65,148,121) and MSN (UVPM: 103,994,190)
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September 29, 2025
Setting decoys in the morning, Traverse County Register Now for the 2026 Explore Minnesota Tourism Conference
The 2026 Explore Minnesota Tourism Conference will be held at the Duluth Entertainment Convention Center on Tuesday, Feb. 11 and Wednesday, Feb. 12, 2026. This annual event is tailored specifically for the Minnesota tourism industry and features national keynote speakers, topical breakout sessions, networking opportunities and plenty of fresh and actionable ideas.
Registration for in-person and virtual attendance is now open. Tourism Conference Student and Tribal Nations Scholarship and Mentorship Programs are also now open and accepting applications. The cost to attend the in-person 2-day conference is $275 per person.
Become a Sponsor of the 2026 Explore Minnesota Tourism Conference
Conference sponsorships are a fantastic opportunity to promote your brand while connecting with hundreds of tourism and industry professionals from across the state. Sponsorships are available on a first-come, first-served basis and must be paid in full by Jan. 9, 2026. View the sponsorship opportunities available.
Sponsored brand activations and additional visibility opportunities may also be available at the Duluth Entertainment Convention Center during this event. Please contact Kari Brumback at 612-513-8898 or kari.brumback@state.mn.us to learn more.
Reserve a Sponsorship Now.U.S. Travel’s IPW Contact List & Meeting Notes Are Now Available
U.S. Travel’s IPW, the leading international inbound travel trade show for promotion of travel to the United States, took place June 16-18, in Chicago, Illinois. Explore Minnesota conducted 134 scheduled appointments with travel trade, travel media, marketing and technology representatives from around the world. Trade show leads from IPW are provided free of charge to Minnesota’s tourism industry
To discuss international marketing or request the contact list and notes from this trade show, contact Jen Schak, Market Development Manager at jennifer.schak@state.mn.us.
Road Tripper Trends Continuing Education Series Webinar Recording Now Available
The first session in Explore Minnesota’s fall Continuing Education series featured Erin Francis-Cummings, CEO of Future Partners, who explored the latest insights into the evolving profile of American road tripper.
Watch the recording of the Road-Tripper Trends webinar online.
The second session in the fall Continuing Education Series will feature Off-Season Product Development and kick off at 2 p.m. on Tuesday, Oct. 21. Speakers Dr. Kristin Lamoureux from Virginia Tech and Simon Jones, founder of TourismWORKS and NatureScapes will explore strategies for building tourism products that thrive outside peak seasons. This webinar is free, but advance registration is required to receive the link to join.
Register for the Off-Season Product Development webinar now.
Register Now for Outdoor Recreation Economic Impact Discussion in Rochester
The Minnesota Outdoor Recreation Industry Partnership (ORIP) is hosting a public outreach meeting on Oct. 23, from 2 to 4 p.m. at the Quarry Hill Nature Center in Rochester. The meeting will share findings from the newly released Minnesota Outdoor Recreation Economic Impact Report and discuss strategies to grow the state’s outdoor recreation economy.
This meeting is open to anyone interested in outdoor recreation, including business owners, nonprofit leaders, policymakers, economic development professionals, land managers, tourism/hospitality professionals and outdoor enthusiasts. Attendees will hear a short presentation on the report’s key findings and participate in an interactive discussion about how outdoor recreation benefits communities and creates economic opportunities.
Seating is limited; please register by Oct. 17. Know someone who should be in the room? Please forward this invitation to them.
Minnesota Hotel Accommodations Performance Metrics Down YoY
In August 2025, Minnesota's hotel metrics are down year over year (YoY) relative to August 2024. Key performance metrics consist of hotel occupancy, average daily rate (ADR) and revenue per available room (RevPAR).
- MN Occupancy decreased 1.6% to 68.9% in August 2025
- MN ADR decreased 1.2% to $143.84 in August 2025
- MN RevPAR decreased 2.8% to $99.07 in August 2025
For 2025 to date, state hotel performance metrics are mixed.- MN Occupancy increased 1.3% to 57.5% year-to-date
- MN ADR decreased .8% to $133.26 year-to-date
- MN RevPAR increased .5% to $76.62 year-to-date
Minnesota's 2025 year-to-date performance metrics remain below total U.S. averages.- U.S. Occupancy decreased .8% to 63.4% year-to-date
- U.S. ADR increased 1% to $160.17 year-to-date
- U.S. RevPAR increased .2% to $101.61 year-to-date
Through our new subscription to the CoStar dashboard, Explore Minnesota can share August and 2025 year-to-date hotel metrics for the five Minnesota Tourism Regions.View the August 2025 key hotel performance metrics compared to August 2024.
View the 2025 year-to-date key hotel performance metrics compared to 2024.
If you have additional hotel data questions, please contact Explore Minnesota’s Research Analyst, Gretchen Nussbaum.
Minnesota MRPC Seeks Candidates for Regional Commissioner Positions
The Minnesota Mississippi River Parkway Commission (MN-MRPC) is accepting applications for Regional Commissioners to represent the Lake Itasca to Grand Rapids, Grand Rapids to Brainerd, and Brainerd to Elk River Regions of the Great River Road for four-year terms. Candidates must reside in the region. The MN-MRPC is a statutory Commission, recognized in 1963, whose mission is to promote, preserve and enhance the Mississippi River's resources and develop the highways and amenities of the Great River Road.
Recommendations for the positions will be made during Regional Meetings (via Zoom) on Oct. 21, 27 and 29, then forwarded to the MN-MRPC for final consideration. All are welcome at the meetings for Great River Road updates and conversation about activities in the region. Meeting and application information is available online at www.commissions.leg.state.mn.us/mrpc/Meetings24-25.html.
Contact Chris Miller at chris@togpartners.com or 651-341-4196 for questions, application timelines, to submit an application or to register for a regional meeting and receive the Zoom link.
Upcoming Industry Webinars
- MarketingProfs, Demand Generation, Marketing Strategy, Email Marketing, Oct. 10, 10:30 a.m. CST
- Explore Minnesota and Virginia Tech, Off-Season Product Development, Oct. 21, 2 p.m. CST
- National Scenic Byway Association, Birders, Bikers & Beyond: Who's Your Byway Traveler?, Oct. 23, 2 p.m. CST ($40 for non-members)
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September 22, 2025
Minnesota Vikings fans tailgating at US Bank Stadium, Minneapolis / Photo Credit: Augustus Isaac, Courtesy Of Meet Minneapolis Tune in this Week for Explore Minnesota Continuing Education Series Webinar
Join Explore Minnesota and Future Partners tomorrow, Tuesday, Sept. 23, at 2 p.m. for Road-Tripper Trends with Erin Francis-Cummings, President and CEO of Future Partners. This webinar is free of charge, but advance registration is required to receive the link to join.
Future Partners will unveil the latest insights into the evolving profile of American road tripper, explore what drives their travel decisions, the experiences they value most, and the motivations behind their journeys. Gain a deeper understanding of how to effectively engage this influential audience—and uncover strategies to capture their attention and inspire their itineraries.
Become a Sponsor of the 2026 Explore Minnesota Tourism Conference
The Explore Minnesota Tourism Conference offers valuable opportunities to reach in-person and virtual attendees with sponsor recognition and engagement throughout the two-day conference, on Feb. 11-12, 2026, at the Duluth Entertainment Convention Center (DECC) in Duluth.
Conference sponsorships are a fantastic opportunity to promote your brand while connecting with hundreds of tourism and industry professionals from across the state. Sponsorships are available on a first-come, first-served basis and must be paid in full by Jan. 9, 2026.
Sponsored brand activations and additional visibility opportunities may also be available at the Duluth Entertainment Convention Center during this event. Please contact Kari Brumback at 612-513-8898 or kari.brumback@state.mn.us to learn more.
New Explore Minnesota Co-op’s Just Added
Travel + Leisure Digital Flipcard - Travel + Leisure is one of the world’s most influential travel brands that connects advertisers with an affluent and engaged audience of passionate travelers. Told through innovative and engaging flip cards, we'll launch a digital destination landing page on TravelandLeisure.com that spotlights the best of Minnesota. The digital destination page will be promoted through a media plan that includes native and social distribution across the Travel + Leisure and Dotdash Meredith networks, generating 60,000+ page views.
Midwest Living Magazine - Midwest Living’s inspirational and authentic content is thoughtful, playful, diverse, and proudly Midwestern. The spring 2026 issue will feature an Explore Minnesota custom content section, reaching 185,000 throughout Iowa, Illinois, Minnesota, North Dakota, South Dakota, Nebraska, and Wisconsin.
Television and Video Advertising - We’ve added more programs in the TV/Video category, including KARE11 TV & Streaming. This offering has multiple price point tiers to fit your goals and budget, saving you up to 88% through this co-op. Check out this program and more below.
View all the available co-ops.
Join the Explore Minnesota Brochure and Affiliate Network
Explore Minnesota Welcome Centers' network includes 6 state-run centers, 3 partner centers and 60 affiliates. The program's purpose is to provide current, high-quality publications that reflect our state’s rich diversity and unique destinations. Explore Minnesota Welcome Centers is to provide current, high-quality publications that reflect our state’s rich diversity and unique destinations. Explore Minnesota Welcome Centers are committed to welcoming experiences for all. They meet people where they are, respond in real time and connect travelers to communities, businesses and experiences throughout the state.
We invite tourism communities and businesses across Minnesota to participate in our no-cost programs:
If you operate a welcome center and are interested in joining the Affiliate Welcome Center Network, please contact Linda Vuicich, 651-539-5801 or linda.vuicich@state.mn.us.
If you are interested in having your brochure/publication distributed at state-operated Welcome Centers, please contact Julie Ramer, 651-539-5105 or Julie.ramer@state.mn.us.
Check Out the Star of the North Shop
We’ve introduced more styles and designs to the Explore Minnesota Star of the North Shop. From the Driftless Area to Voyageurs and all of your Star of the North essentials, check out new merch and watch for new additions throughout the year.
All profits earned from the shop go back into our mission to help communicate that Minnesota is the best state for travel, quality of life, and economic opportunity.
Registration Open for MNTA Annual Meeting
Join the Minnesota Tourism Association (MNTA) on Oct. 1-3 at the Sanford Center in Bemidji, for the MNTA annual meeting, conference and silent auction event. The 2025 Annual meeting brings together tourism professionals and trusted industry partners from across Minnesota to one place for three days filled with learning, connecting, and the association’s biggest fundraiser, their annual silent auction.
Minnesota MRPC Seeks Candidates for Regional Commissioner Positions
The Minnesota Mississippi River Parkway Commission (MN-MRPC) is accepting applications for Regional Commissioners to represent the Lake Itasca to Grand Rapids, Grand Rapids to Brainerd, and Brainerd to Elk River Regions of the Great River Road for four-year terms. Candidates must reside in the region. The MN-MRPC is a statutory Commission, recognized in 1963, whose mission is to promote, preserve and enhance the Mississippi River's resources and develop the highways and amenities of the Great River Road.
Recommendations for the positions will be made during Regional Meetings (via Zoom) on Oct. 21, 27 and 29, then forwarded to the MN-MRPC for final consideration. All are welcome at the meetings for Great River Road updates and conversation about activities in the region. Meeting and application information is available online at www.commissions.leg.state.mn.us/mrpc/Meetings24-25.html.
Contact Chris Miller at chris@togpartners.com or 651-341-4196 for questions, application timelines, to submit an application or to register for a regional meeting and receive the Zoom link.
SMIF Seeks Applications for Economic Development Grants
The Southern Minnesota Initiative Foundation (SMIF) is currently accepting applications for its Economic Development Grant program. The goal of SMIF’s Economic Development Grant is to support initiatives which enable communities to create more prosperous local economies. Projects from eligible nonprofits, government agencies and public institutions in SMIF’s 20-county region may apply.
This grant round will especially consider proposals from anchoring economic development efforts that may be experiencing sudden funding loss or operational shocks due to changes in the external economic landscape. As such, existing work and new proposals are eligible for funding. Requests of up to $20,000 will be considered.
Applications are due to SMIF by Oct. 10. For the application and guidelines, visit smifoundation.org/economicgrants or contact Jennifer Heien, entrepreneurship administrative coordinator, at 507-214-7040 or jenniferh@smifoundation.org.
Upcoming Industry Webinars
- Explore Minnesota and Future Partners, Road-Tripper Trends, Sept. 23, 2 p.m. CST
- Meltwater, AI, Social Listening, and the Future of Brand Discovery, Sept. 25, noon CST
- ON24, Multiply Engagement and Scale Momentum, Sept. 24, 2025, 1 p.m. CST
- ZoomInfo, Are You Nurturing or Just Emailing? Data-Backed Ways to Revamp Your Lead Nurture, Sept. 25, 1 p.m. CST
- Explore Minnesota and Future Partners, Road-Tripper Trends, Sept. 23, 2 p.m. CST
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September 15, 2025
The Briar, Minneapolis / Photo Credit: Matt Lien Photography Reminder to Take the Minnesota Tourism Business Sentiment Survey
Explore Minnesota regularly reviews and shares national and state tourism data. We want to hear from Minnesota businesses that engage with tourists to better understand year-to-date and summer travel season trends.
We invite tourism, hospitality-related businesses and destination marketing organizations across the state to complete a short survey focused on summer and year-to-date leisure travel. Destination Marketing Organizations (DMOs) and Convention and Visitors Bureau (CVB) representatives, please respond to this survey based on what you have heard from local businesses. We invite you to share this survey with your stakeholders.
Aggregated survey findings will be shared publicly and with key stakeholders and used to tell the story of Minnesota-specific travel trends.
Please complete this survey by end of day Wednesday, Sept. 17. You may contact Explore Minnesota research analyst Gretchen Nussbaum with questions.
Register Now for Explore Minnesota Continuing Education Series Webinar
Join Explore Minnesota and Future Partners on Tuesday, Sept. 23, at 2 p.m. for Road-Tripper Trends with Erin Francis-Cummings, President and CEO of Future Partners. This webinar is free of charge, but advance registration is required to receive the link to join.
Future Partners will unveil the latest insights into the evolving profile of American road tripper, explore what drives their travel decisions, the experiences they value most, and the motivations behind their journeys. Gain a deeper understanding of how to effectively engage this influential audience—and uncover strategies to capture their attention and inspire their itineraries.
Sponsorships are Open for the 2026 Explore Minnesota Tourism Conference
The Explore Minnesota Tourism Conference offers valuable opportunities to reach in-person and virtual attendees with sponsor recognition and engagement throughout the two-day conference, on Feb. 11-12, 2026, at the Duluth Entertainment Convention Center (DECC) in Duluth.
Conference sponsorships are a fantastic opportunity to promote your brand while connecting with hundreds of tourism and industry professionals from across the state. Sponsorships are available on a first-come, first-served basis and must be paid in full by Jan. 9, 2026.
Sponsored brand activations and additional visibility opportunities may also be available at the Duluth Entertainment Convention Center during this event. Please contact Kari Brumback at 612-513-8898 or kari.brumback@state.mn.us to learn more.
New Advertising Opportunities on ExploreMinnesota.com
The newly redesigned ExploreMinnesota.com is sleeker, more engaging and built to inspire visitors like never before. Initial findings show that visitors are spending nearly 10% more time on page, demonstrating high engagement with Minnesota content. With a fresh look and improved user experience, the site offers a prime opportunity for destinations, events and businesses to spark travel interest to and within Minnesota.
New advertising opportunities are now available to connect with visitors at every stage of their trip-planning journey:
- Featured Event Listings: Position events front and center for visitors searching for things to do.
- Website Native Advertising: Seamlessly integrate brand messages into the browsing experience.
- Sponsored Content Articles and Sponsored Destination Pages: Share stories that inspire and inform.
- Sponsored Social Media Posts: Extend reach through Explore Minnesota’s highly engaged social audience.
- Native Newsletter Ads: Engage readers in one of Explore Minnesota’s most trusted content channels.
- Sponsored Custom Emails: Deliver targeted messages directly to travel-ready inboxes.
- Lead Generation: Reach highly qualified visitors who are looking to visit your area by offering mailed or downloadable versions of your travel guide to help with planning process.
These advertising opportunities are grant-eligible.
Advertising space is available now, providing a timely opportunity to align marketing efforts with the excitement surrounding the site’s relaunch.
View the media kit or contact Sebrina.Williams@MilesPartnership.com or 773-616-8176 to learn more.
Submit Your Social Videos and Destination Footage to Explore Minnesota
Explore Minnesota's Digital team is seeking new ways to highlight industry social video on their popular social channels. We invite you to share your vertical Instagram Reels, TikToks and short-form destination footage for use on Explore Minnesota's social platforms. We're looking for short-form vertical video clips of your destination (NO COPY OVERLAY) or your best-performing social videos.
While uploading your files, please briefly describe the video footage and its location in your destination. If Explore Minnesota uses your footage on social media, your destination's social platforms will be tagged in the post.
Upload your videos here.
Say Hi to Explore Minnesota (and Paul Bunyan) at Farm Aid
Explore Minnesota is excited to be partnering with Farm Aid at Huntington Bank Stadium on Saturday, Sept. 20. Our event partnership includes brand and content integration across festival communications, lanyards, and more. At the event, we will be hosting a “selfie station” that employs augmented reality to help visitors take a photo with Paul Bunyan and Babe the Blue Ox. Drop in and say “hi”.
Learn more about Farm Aid and how to participate here.
Refresh Explore Minnesota’s Film Locations Database
Does your community have a hidden gem to share perfect for film or content production? From historic downtowns to lakes, cabins and farms, these new additions help location scouts find their perfect shot.
Update your photos and description to stand apart from the crowd and upload your community’s unique filming spots to get on the radar of major productions. If you own or manage a property you want to have listed with our film office, click here to submit your location.
To learn more, search your community by zip code.
Join Us at the Twin Cities Film Festival
Explore Minnesota Film will attend this year’s Twin Cities Film Festival. Our team will be present Friday, Oct. 17, at Industry Night, Saturday, Oct. 18, at the SeriesFest Pitch, and Sunday, Oct. 19, at the Filmmaker Brunch.
Say hello and network with producers and filmmakers at the festival. Film-Ready communities have the chance to stand out on our certified list.
Travel Intent Remains High, but Extreme Weather Events Impacting Plans
In the next six months, 91% of U.S. leisure travelers have plans, according to an August 2025 Longwoods International survey. Concerns impacting travel decisions remain stable relative to the past year. For about a quarter of travelers, personal finances (32%), inflation (26%), airfare (25%) and gas prices (22%) will have a great impact.
Other questions in this survey round focused on trip motivators. The primary leisure travel driver continues to be spending time with family and friends (31%), followed by rest and relaxation (24%) and a fun time (18%). When asked about fall travel plans, 43% plan to take a road trip.
Finally, this survey included questions about the impact of extreme weather events on travel planning. In the past year, 40% of travelers have changed plans due to events such as heatwaves, flooding and hurricanes. Looking ahead to the upcoming 12 months, the likelihood of extreme weather events at a particular destination greatly (15%) or somewhat (18%) impacts the decision to travel there.
For more research findings, review the full report.
Subscribe to U.S. Travel’s SmartBrief E-Newsletter
U.S. Travel’s Monthly Messaging Guide is your go-to resource for clear, consistent industry messaging. Each edition provides concise, data-driven assets to help you engage media, policymakers and stakeholders.
The September guide highlights the latest issues and opportunities shaping travel—tools designed to strengthen your case with decision-makers and keep travel top of mind. Take a look.
Stay ahead with U.S. Travel’s SmartBrief. SmartBrief is the daily resource travel leaders rely on in an industry that moves fast, curating the latest news and trends across every segment, company and destination.
Subscribe today and share SmartBrief with your network.
Upcoming Industry Webinars
- Mindtrip, Brand USA’s New AI Site, Sept. 16, noon CST
- Future Partners and Miles, Traveler Segments: Powered by the State of the American Traveler, Sept. 16, 2 p.m. CST
- Meltwater, Turning Social Intelligence into Seamless Customer Care, Sept. 18, noon CST
- Goldcast, How Marketing Teams are Scaling Using AI+Video, Sept. 18, 1 p.m. CST
- Explore Minnesota and Future Partners, Road-Tripper Trends, Sept. 23, 2 p.m. CST
- Meltwater, AI, Social Listening, and the Future of Brand Discovery, Sept. 25, noon CST
- ON24, Multiply Engagement and Scale Momentum, Sept. 24, 2025, 1 p.m. CST
- ZoomInfo, Are You Nurturing or Just Emailing? Data-Backed Ways to Revamp Your Lead Nurture, Sept. 25, 1 p.m. CST
- Featured Event Listings: Position events front and center for visitors searching for things to do.
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September 8, 2025
Shakopee Mdewakanton Sioux Community Powwow at MOA, Bloomington Take the Minnesota Tourism Business Sentiment Survey
Explore Minnesota regularly reviews and shares national and state tourism data. We want to hear from Minnesota businesses that engage with tourists to better understand year-to-date and summer travel season trends.
We invite tourism, hospitality-related businesses and destination marketing organizations across the state to complete a short survey focused on summer and year-to-date leisure travel. Destination Marketing Organizations (DMOs) and Convention and Visitors Bureau (CVB) representatives, please respond to this survey based on what you have heard from local businesses.
Aggregated survey data will be shared with key stakeholders and used to tell the story of Minnesota-specific travel trends.
Please complete this survey by end of day Wednesday, Sept. 17. You may contact Explore Minnesota research analyst Gretchen Nussbaum with questions.
Register Now for Explore Minnesota Continuing Education Series Webinar
The Sept. Continuing Education Series webinar will delve into Road-Tripper Trends with President and CEO of Future Partners, Erin Francis-Cummings.
Join us for this webinar on Tuesday, Sept. 23, at 2 p.m. Advance registration is required.
New Report Highlights Local Economic Impact of Outdoor Recreation
Our newly released Minnesota Outdoor Recreation Economic Impact Report confirms that outdoor recreation is a major economic driver for the state — contributing $13.5 billion to GDP, supporting more than 96,000 jobs, and generating $5 billion in wages. But the real breakthrough is the county-level data we were able to acquire through the study. For the first time, local Minnesota leaders, businesses, and residents can see how outdoor recreation contributes directly to their own community.
This new detail reveals not just statewide trends but local opportunities:
- In some counties, outdoor recreation accounts for more than 5% of total GDP, rivaling traditional industries.
- Jobs in outdoor-related sectors are spread across the state, with strong concentrations in rural and gateway communities where recreation supports small businesses and tourism.
- Local spending on gear, lodging and guiding services underscores how recreation connects to everyday economic activity in every corner of Minnesota.
County-level data provides communities with a powerful planning tool. By understanding the return on recreation at the local scale, communities can make smarter investments in trails, parks, access points and infrastructure that improve quality of life while strengthening local economies. This information can also help guide workforce development, attract new residents and businesses and ensure that outdoor opportunities continue to thrive in Minnesota communities.
Join the Explore Minnesota Brochure and Affiliate Network
Explore Minnesota Welcome Centers' network includes 6 state-run centers, 3 partner centers and 60 affiliates. The purpose of the program is to provide current, high-quality publications that reflect our state’s rich diversity and unique destinations. Explore Minnesota Welcome Centers are committed to welcoming experiences for all. They meet people where they are, respond in real time and connect travelers to communities, businesses and experiences throughout the state.
We invite tourism communities and businesses across Minnesota to participate in our no-cost programs:
If you operate a welcome center and are interested in joining the Affiliate Welcome Center Network, please contact Linda Vuicich, 651-539-5801 or linda.vuicich@state.mn.us.
If you are interested in having your brochure/publication distributed at state-operated Welcome Centers, please contact Julie Ramer, 651-539-5105 or Julie.ramer@state.mn.us.
New Explore Minnesota Co-ops Available Now
Explore Minnesota's co-op marketing program allows organizations to collaborate with the state to boost travel to and within Minnesota. It helps Minnesota destinations and businesses maximize their marketing budget, try new vendors and participate in exciting new campaigns.
More than a dozen co-op programs are available now, with more to come. We’ve got new and expanded social media options, fan favorite print programs and more. See the available co-op programs, sign up for our monthly ‘Co-op Update’ newsletter, and view Explore Minnesota co-op FAQs.
Announcing Newly Certified Film Ready Communities
Congratulations to Detroit Lakes, Lakeville, Virginia and Worthington for being the newest additions to our growing certified Film Ready Communities list. The program is designed to make it easy for communities of all sizes to get film-ready, or welcome filming productions, and it involves four key steps: designating a local Film Ambassador, completing film training, adding local locations to our statewide production directory, and creating a film permit.
Curious about the program? Set up a consultation call to customize a film-ready plan for your community.
Contact Sarah Gebeke, Film & TV Production Liaison, to customize a plan that works for your community. Sarah.Gebeke@state.mn.us.
U of M Tourism Center Launches New Outdoor Recreation Dashboard
The Tourism Center is pleased to launch its outdoor recreation dashboard using regional household survey data.
In fall 2024, the North Central, Northeast, and Southern Regional Rural Development Centers (RRDCs) conducted a demographically representative household survey in their regions.
The Tourism Center created an interactive dashboard that summarizes and compares data from the survey's outdoor recreation questions.
Check out the dashboard for a rare opportunity to compare regional and state-level data.
Save the Date for UMN Extension Agritourism Professional Event
Join UMN Extension at Redhead Creamery in Brooten on Thurs. Nov. 13 from 1 to 5 p.m. for an afternoon of learning, connection, and inspiration. Hear from engaging speakers and a panel of experienced agritourism hosts, explore resource tables, and network with fellow farm-based business owners. Enjoy food, refreshments, and a cash bar featuring Redhead Creamery’s new milk vodka.
Learn more and register to attend.
Upcoming Industry Webinars
- On24, From Engagement to Conversion: Keys to Driving Webinar Pipeline, Sept. 9, 1 p.m. CST
- Cvent, How the Right Venues and Vendors Drive Experience and Engagement, Sept. 11, 10 a.m. CST
- MarketingProfs, Marketing Planning Friday Forum, Sept. 12, 10:30 a.m CST
- Mindtrip, Brand USA’s New AI Site, Sept. 16, noon CST
- Future Partners and Miles, Traveler Segments: Powered by the State of the American Traveler, Sept. 16, 2 p.m. CST
- Meltwater, Turning Social Intelligence into Seamless Customer Care, Sept. 18, noon CST
- Explore Minnesota and Future Partners, Road-Tripper Trends, Sept. 23, 2 p.m. CST
- ON24, Multiply Engagement and Scale Momentum, Sept. 24, 2025, 1 p.m. CST
- ZoomInfo, Are You Nurturing or Just Emailing? Data-Backed Ways to Revamp Your Lead Nurture, Sept. 25, 1 p.m. CST
- In some counties, outdoor recreation accounts for more than 5% of total GDP, rivaling traditional industries.
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September 2, 2025
Pancakes at the McGregor Schoolhouse Cafe / Photo Credit: McGregor Chamber of Commerce Explore Minnesota Reports Continued Tourism Growth in 2024
2024 was another historic year for Minnesota tourism. Visitor spending reached a record $14.7 billion in 2024, marking an increase of $600 million over 2023. Minnesota also welcomed 81.6 million visitors in 2024, a steady increase from 2023.
Visitor spending generated a total economic impact of $24.7 billion, including $2.4 billion in state. This results in saving each Minnesota taxpayer household $1,031, or the equivalent of about a month of groceries for a household of three.
Key Findings from Explore Minnesota's 2024 Tourism Research:
- 81.6 million total visitors: A 1.7% year-over-year increase.
- $14.7 billion in visitor spending: Up 4.3% from 2023, this year an average of $40.3 million was spent every day by visitors in Minnesota.
- $24.7 billion in total economic impact: Driven by robust spending across lodging, transportation, recreation and other sectors.
- 182,435 jobs supported: Tourism employees in Minnesota could fill U.S. Bank Stadium 2.5 times over.
- $2.4 billion in state and local tax revenues: Directly benefiting Minnesota communities. The amount generated by our visitor economy could pay the salaries of over 34,000 public school teachers.
Although last year’s data is resoundingly positive, increased economic uncertainty and down-trending consumer sentiments has put Minnesota’s travel industries at risk. Summer 2025 was difficult for many of our communities that depend on tourism dollars. Regardless, Explore Minnesota will continue to push forward, promoting Minnesota as a must-visit, value destination with authentic, exciting and memorable experiences for every person in every season.
For more information on tourism's impact on the state of Minnesota and to view additional research and economic data, visit https://mn.gov/tourism-industry/research/ or The Minnesota Visitor Economy 2024 Report.
Coming Soon: Please Participate in Minnesota Tourism Industry Sentiment Survey
Explore Minnesota is interested in hearing from Minnesota businesses and Destination Marketing Organizations (DMOs) that engage with tourists to better understand year-to-date and summer travel season trends.
A short survey, focused on domestic and Canadian leisure travelers, will be distributed on Monday, Sept. 8. Please take the survey by Wednesday, Sept. 17.
Tourism industry sentiment survey results will be shared with other Minnesota and national travel indicator data at the end of September.
Last Chance to Add Your Fall and Halloween Events to ExploreMinnesota.com
With fall right around the corner, now is the time to add your Halloween and fall festivals to ExploreMinnesota.com. To have your event considered for inclusion in various Explore Minnesota communications, log into the Explore Minnesota extranet to update and/or create new listings by today, Tuesday, Sept. 2.
Please note that submitting an image with your event listing increases the likelihood of your event being featured in Explore Minnesota communications. For technical assistance, contact our extranet team at tourism@state.mn.us.
Update your listing on the Explore Minnesota extranet.
Last Call for Advertising in 2026 State Travel Guide
Advertising in the 2026 Explore Minnesota Travel Guide, the official travel resource reaching audiences across the U.S. and beyond, is closing this Friday, Sept. 5.
Why it matters:
- Distributed to thousands of active travel planners.
- Showcases the best of Minnesota’s attractions, lodging, dining & more.
- Helps visitors plan their trips before AND during their stay.
- Advertising in the State Travel Guide is grant-eligible.
Contact Sebrina.Williams@MilesPartnership.com or 773-616-8176 to learn more and reserve your spot.
Connect with Visitors on ExploreMinnesota.com with New Advertising Opportunities
The newly redesigned ExploreMinnesota.com is sleeker, more engaging, and built to inspire visitors like never before. With a fresh look and improved user experience, the site offers a prime opportunity for destinations, events and businesses to spark travel interest to and within Minnesota.
New advertising opportunities are now available to connect with visitors at every stage of their trip-planning journey:
- Featured Event Listings: Position events front and center for visitors searching for things to do.
- Website Native Advertising: Seamlessly integrate brand messages into the browsing experience.
- Sponsored Content Articles and Sponsored Destination Pages: Share stories that inspire and inform.
- Sponsored Social Media Posts: Extend reach through Explore Minnesota’s highly engaged social audience.
- Native Newsletter Ads: Engage readers in one of Explore Minnesota’s most trusted content channels.
- Sponsored Custom Emails: Deliver targeted messages directly to travel-ready inboxes.
- Lead Generation: Reach highly qualified visitors who are looking to visit your area by offering mailed or downloadable versions of your travel guide to help with planning process.
These advertising opportunities are grant-eligible.
Advertising space is available now, providing a timely opportunity to align marketing efforts with the excitement surrounding the site’s relaunch.
View the media kit or contact Sebrina.Williams@MilesPartnership.com or 773-616-8176 to learn more.
Join the Explore Minnesota Brochure and Affiliate Network
At the heart of every Explore Minnesota Welcome Center -and our broader network of 3 partners and 60 affiliates - is a shared mission: to empower, inform, and uplift Minnesota’s communities. That mission comes to life through the availability of current, high-quality publications that reflect our state’s rich diversity and unique destinations. Explore Minnesota Welcome Centers are more than information hubs. They’re proof of our commitment to welcoming experiences for all. They meet people where they are, respond in real time, and connect travelers to communities.
We invite tourism communities and businesses across Minnesota to participate in our no-cost programs:
If you operate a welcome center and are interested in joining the Affiliate Welcome Center Network, please contact Affiliate Welcome Center Network Contact Linda Vuicich, 651-539-5801 or linda.vuicich@state.mn.us.
If you are interested having your brochure/publication distributed at state-operated Welcome Centers, please contact Julie Ramer, 651-539-5105 or Julie.ramer@state.mn.us.
Become a Film Ready Community to See Yourself on the Big Screen
Does your community want to be seen on the big screen? Become Film Ready for the opportunity.
Film and TV productions are always scouting new places, and Film Ready certification puts your community on their radar. The process is simple; it includes a free two-hour training, listing five potential filming locations, and creating a film permit using a provided template.
Book a consultation now and finalize the process to be announced this Fall 2025 as a Certified Film Ready Community. Certified Film Ready communities are highlighted in Explore Minnesota’s promotions to producers and directors, creating more chances for local economic impact and future film tourism.
Contact Sarah Gebeke, Film & TV Production Liaison, to customize a plan that works for your community. Sarah.Gebeke@state.mn.us.
Order Minnesota State Travel Guides
If you would like a supply of Explore Minnesota Travel guides, you can request bulk quantities at no cost.
We invite businesses, organizations and DMOs to submit requests for bulk orders. There are 40 guides per box.
Upcoming Industry Webinars
- Datafy, Your Guide to Q4 Campaigns, Sept. 4, 1 p.m. CST
- On24, From Engagement to Conversion: Keys to Driving Webinar Pipeline, Sept. 9, 1 p.m. CST
- MarketingProfs, Marketing Planning Friday Forum, Sept. 12, 10:30 a.m CST
- Future Partners and Miles, Traveler Segments: Powered by the State of the American Traveler, Sept. 16, 2 p.m. CST
- ON24, Multiply Engagement and Scale Momentum, Sept. 24, 2025, 1 p.m. CST
- ZoomInfo, Are You Nurturing or Just Emailing? Data-Backed Ways to Revamp Your Lead Nurture, Sept. 25, 1 p.m. CST
- 81.6 million total visitors: A 1.7% year-over-year increase.
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August 25, 2025
Kidway, Minnesota State Fair / Photo Credit: Minnesota State Fair Explore Minnesota Wins Big at ESTO 2025, Bringing Home Two National Awards
Explore Minnesota is proud to announce a major achievement at U.S. Travel Association’s 2025 Educational Seminar for Tourism Organizations (ESTO) Conference, where we brought home two prestigious national awards — the Buzz-Worthy Award and the Marketing Momentum Award. Minnesota was the only destination in the country to take home multiple awards this year, highlighting our state’s growing reputation as a leader in tourism marketing and innovation.
The Buzz-Worthy Award celebrates campaigns that break through the noise and capture national attention. Explore Minnesota earned this honor for our “BYA” reactive campaign, which leveraged the viral moment featuring the Minnesota Timberwolves’ Anthony Edwards and Charles Barkley. The campaign showcased our team’s creativity, agility, and ability to connect with audiences in real time — proving that Minnesota’s tourism story resonates far beyond our borders.
The Marketing Momentum Award recognizes destinations that deliver outsized marketing impact and results. Explore Minnesota won for our innovative “Star of the North” marketing campaign, which used first-person experiences to showcase Minnesota’s diverse offerings and inspire travelers to explore everything our state has to offer. This award reflects the dedication and strategic vision of our marketing team, our partners, and the tourism industry professionals who bring Minnesota’s story to life every day.
These wins represent more than just a milestone for Explore Minnesota; they are a celebration of Minnesota’s entire tourism industry. The success of these campaigns was made possible through the collaboration of countless partners, stakeholders, and industry leaders who work tirelessly to elevate Minnesota as a top destination. Together, we are driving awareness, inspiring travel, and strengthening the economic impact of tourism across our state.
This recognition reinforces what we’ve always known: Minnesota’s tourism community is creative, resilient, and best-in-class on the national stage. And while the awards have our name on them, they truly belong to everyone who helps us showcase why there’s nowhere else like Minnesota.
Add Your Fall and Halloween Events to ExploreMinnesota.com Now
With fall right around the corner, now is the time to add your Halloween and fall festivals to ExploreMinnesota.com. To have your event considered for inclusion in various Explore Minnesota communications, log into the Explore Minnesota extranet to update and/or create new listings by Tuesday, Sept. 2.
Please note that submitting an image with your event listing increases the likelihood of your event being featured in Explore Minnesota communications. For technical assistance, contact our extranet team at tourism@state.mn.us.
Update your listing on the Explore Minnesota extranet.
Stakeholders Invited to Outdoor Recreation Economic Impact Discussion on Sept. 10
The Minnesota Outdoor Recreation Industry Partnership (ORIP) is hosting a public outreach meeting to share findings from the newly released Minnesota Outdoor Recreation Economic Impact Report and discuss strategies to grow the state’s outdoor recreation economy. The event will take place Tuesday, Sept. 10, from 2 to 4 p.m. at the REI Community Room in Bloomington, Minnesota.
This meeting is open to anyone interested in outdoor recreation, including business owners, nonprofit leaders, policymakers, economic development professionals, land managers and outdoor enthusiasts. Attendees will hear a short presentation on the report’s key findings and participate in an interactive discussion about how outdoor recreation benefits communities and creates economic opportunities.
Each month we will visit a different city or town throughout the state. Below is our tentative schedule through December:
- Sept. 10 in Bloomington
Seating is limited. Please reserve your seat online; RSVPs for the Bloomington event are requested by Sept. 1.
Submit Your Social Videos and Destination Footage to Explore Minnesota
Explore Minnesota's Digital team always seeks new ways to highlight industry social video on their popular social channels. Share your vertical Instagram Reels, TikToks and short-form destination footage for use on Explore Minnesota's social platforms. We're looking for short-form vertical video clips of your destination (NO COPY OVERLAY) or your best-performing social videos.
While uploading your files, please briefly describe the video footage and its location in your destination. If Explore Minnesota uses your footage on social media, your destination's social platforms will be tagged in the post.
Upload your videos here.
Last Call for Advertising in 2026 State Travel Guide
Do you want to put your destination and businesses on the map—literally?
Advertising in the 2026 Explore Minnesota Travel Guide, the official travel resource reaching audiences across the U.S. and beyond, is closing on Friday, Sept. 5.
Why it matters:
- Distributed to thousands of active travel planners.
- Showcases the best of Minnesota’s attractions, lodging, dining & more.
- Helps visitors plan their trips before AND during their stay.
Contact Sebrina.Williams@MilesPartnership.com or 773-616-8176 to learn more and reserve your spot.
Become a Film Ready Community, A Small Step with Big Potential
Film and TV productions bring economic impact to Minnesota communities—boosting local businesses in hospitality, catering, retail, transportation, rentals, carpentry, technology, and more.
The path to becoming a certified film ready community is straightforward, no-cost, and flexible. A free two-hour training, identification of five potential filming locations, and a simple film permit process are all it takes. Explore Minnesota’s Film & TV Production Liaison will provide templates and guidance.
Why it matters is that certified film ready communities are spotlighted in state promotion to film, TV, and commercial productions, with potential to drive immediate spending, create jobs, and pave the way for future film tourism. It’s a minimal investment of time with lasting returns—and support from Explore Minnesota is available at no cost.
Book a consultation now, and finalize the process to be announced this Fall 2025 as a Certified Film Ready Community. Contact Sarah Gebeke, Film & TV Production Liaison, to customize a plan that works for your community. Sarah.Gebeke@state.mn.us.
Minnesota Hotel Accommodations July 2025 Performance Metrics Mixed Compared to July 2024
In July 2025, Minnesota's hotel metrics were mixed year over year (YoY) relative to July 2024. Key performance metrics consist of hotel occupancy, average daily rate (ADR) and revenue per available room (RevPAR).
- MN Occupancy increased 2% to 70.2% in July 2025
- MN ADR decreased .3% to $146.69 in July 2025
- MN RevPAR increased 2.1% to $102.95 in July 2025
For 2025 to date, state hotel performance metrics followed similar trends.
- MN Occupancy increased 1.4% to 55.8% year-to-date
- MN ADR decreased .6% to $131.29 year-to-date
- MN RevPAR increased .8% to $73.20 year-to-date
Although Minnesota 2025 YoY performance is better than total U.S., year-to-date metrics remain below U.S. averages.
- U.S. Occupancy decreased .7% to 63.1% year-to-date
- U.S. ADR increased 1.1% to $160.40 year-to-date
- U.S. RevPAR increased .4% to $101.15 year-to-date
Through our new subscription to the CoStar dashboard, Explore Minnesota is able to share July and 2025 year-to-date hotel metrics for the five Minnesota Tourism Regions.
View July 2025 key hotel performance metrics compared to July 2024.
View 2025 year-to-date key hotel performance metrics compared to 2024.
If you have additional hotel data questions, please contact Explore Minnesota’s Research Analyst, Gretchen Nussbaum.
SMIF Seeks Applications for Economic Development Grants
The Southern Minnesota Initiative Foundation (SMIF) is currently accepting applications for its Economic Development Grant program. The goal of SMIF’s Economic Development Grant is to support initiatives which enable communities to create more prosperous local economies. Projects from eligible nonprofits, government agencies and public institutions in SMIF’s 20-county region may apply.
This grant round will especially consider proposals from anchoring economic development efforts that may be experiencing sudden funding loss or operational shocks due to changes in the external economic landscape. As such, existing work and new proposals are eligible for funding. Requests of up to $20,000 will be considered.
Applications are due to SMIF by Oct.10. For the application and guidelines, visit smifoundation.org/economicgrants or contact Jennifer Heien, entrepreneurship administrative coordinator, at 507-214-7040 or jenniferh@smifoundation.org.
Upcoming Industry Webinars
- Canva, Beyond the Numbers: Turn Data into Decisions that Drive Results, Aug. 28, 11:30 a.m. CST
- Canto, Catalyst for Collaboration: How DAM Elevates Creative Operations, Aug. 28, 1 p.m. CST
- Datafy, Your Guide to Q4 Campaigns, Sept. 4, 1 p.m. CST
- On24, From Engagement to Conversion: Keys to Driving Webinar Pipeline, Sept. 9, 1 p.m. CST
- MarketingProfs, Marketing Planning Friday Forum, Sept. 12, 10:30 a.m CST
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August 18, 2025
Influencers Ben and Claire enjoy corn at the Minnesota State Fair, St. Paul / Photo Credit: Paul Vincent Last Chance to Take the Destination Development Stakeholder Survey
As a key member of Minnesota's travel community, we invite you to take part in a brief stakeholder survey regarding Explore Minnesota industry programs. The survey will help us better understand your needs and expectations and ensure we continue to provide the most impactful and relevant programs for Minnesota’s tourism industry.
Please respond to the Explore Minnesota Destination Development survey by the end of the day on Friday, Aug. 22.
If you have questions, please email Beth Helle, Deputy Director of Destination Development, at beth.helle@state.mn.us.
Now Live: Explore Minnesota Public Relations Agency of Record RFP
Explore Minnesota is excited to announce that we have posted a new Request for Proposal (RFP) for a public relations agency of record. The partnership aims to elevate Minnesota’s profile as the best state to visit, as well as live and work, through innovative, strategic and measurable media relations services. The selected agency will lead national and regional consumer media efforts.
The RFP is posted here. Once on the page, sort by Business Unit and click on Explore Minnesota to find the complete listing. Applicants have three weeks to apply via the state SWIFT system. All questions about the RFP must be submitted in SWIFT, and responses will appear to all RFP applicants in SWIFT. The application deadline is 3:00 PM Friday, Sept. 5.
Add Your Fall and Halloween Events to ExploreMinnesota.com Now
With fall right around the corner, now is the time to add your Halloween and fall festivals to ExploreMinnesota.com. To have your event considered for inclusion in various Explore Minnesota communications, log into the Explore Minnesota extranet to update and/or create new listings by Tuesday, Sept. 2.
Please note that submitting an image with your event listing increases the likelihood of your event being featured in Explore Minnesota communications. For technical assistance, contact our extranet team at tourism@state.mn.us.
Update your listing on the Explore Minnesota extranet.
Register Now for Explore Minnesota’s Outdoor Recreation Economic Impact Sessions
The Minnesota Outdoor Recreation Industry Partnership (ORIP) is hosting a public outreach meeting to share findings from the newly released Minnesota Outdoor Recreation Economic Impact Report and discuss strategies to grow the state’s outdoor recreation economy. The event will take place Tuesday, Sept. 10, from 2 to 4 p.m. at the REI Community Room in Bloomington, Minnesota.
This meeting is open to anyone interested in outdoor recreation, including business owners, nonprofit leaders, policymakers, economic development professionals, land managers and outdoor enthusiasts. Attendees will hear a short presentation on the report’s key findings and participate in an interactive discussion about how outdoor recreation benefits communities and creates economic opportunities.
Each month we will visit a different city or town throughout the state. Below is our tentative schedule through December:
- Sept. 10 in Bloomington
Seating is limited. Please reserve your seat online; RSVPs for the Bloomington event are requested by Sept. 1.
Connect with Visitors on the All New ExploreMinnesota.com
The newly redesigned ExploreMinnesota.com is live — sleeker, more engaging, and built to inspire visitors like never before. With a fresh look and improved user experience, the site offers a prime opportunity for destinations, events and businesses to spark travel interest to and within Minnesota.
Brand-new advertising opportunities are now available to connect with visitors at every stage of their trip-planning journey:
- Featured Event Listings
- Position events front and center for visitors searching for things to do
- Position events front and center for visitors searching for things to do
- Website Native Advertising
- Seamlessly integrate brand messages into the browsing experience
- Seamlessly integrate brand messages into the browsing experience
- Sponsored Content Articles and Sponsored Destination Pages
- Share stories that inspire and inform
- Share stories that inspire and inform
- Sponsored Social Media Posts
- Extend reach through Explore Minnesota’s highly engaged social audience
- Extend reach through Explore Minnesota’s highly engaged social audience
- Native Newsletter Ads
- Engage readers in one of Explore Minnesota’s most trusted content channels
- Engage readers in one of Explore Minnesota’s most trusted content channels
- Sponsored Custom Emails
- Deliver targeted messages directly to travel-ready inboxes
- Deliver targeted messages directly to travel-ready inboxes
- Lead Generation
- Reach highly qualified visitors who are looking to visit your area by offering mailed or downloadable versions of your travel guide to help with planning process
- Reach highly qualified visitors who are looking to visit your area by offering mailed or downloadable versions of your travel guide to help with planning process
Advertising space is available now, providing a timely opportunity to align marketing efforts with the excitement surrounding the site’s relaunch.
View the media kit or click here to schedule a call with our advertising rep Sebrina to discuss Explore Minnesota Tourism’s official marketing opportunities.
Submit Your Social Videos and Destination Footage to Explore Minnesota
Explore Minnesota's Digital team always seeks new ways to highlight industry social video on their popular social channels. Share your vertical Instagram Reels, TikToks and short-form destination footage for use on Explore Minnesota's social platforms. We're looking for short-form vertical video clips of your destination (NO COPY OVERLAY) or your best-performing social videos.
While uploading your files, please briefly describe the video footage and its location in your destination. If Explore Minnesota uses your footage on social media, your destination's social platforms will be tagged in the post.
Upload your videos here.
Call for Explore Minnesota Conference Speakers
Are you interested in speaking to Minnesota tourism professionals, or do you know someone who would make a great speaker at the 2026 Explore Minnesota Tourism Conference?
Explore Minnesota is seeking professional speakers presenting timely topics. To be considered for a presentation, please begin the process by submitting our Speaker Form. We are only accepting applications for in-person keynotes and breakout presentations at this time.
Submit now through this online Speaker Form.
Refresh Explore Minnesota’s Film Locations Database
Does your community have a hidden gem to share perfect for film or content production? From historic downtowns to lakes, cabins and farms, these new additions help location scouts find their perfect shot.
Update your photos and description to stand apart from the crowd and upload your community’s unique filming spots to get on the radar of major productions. If you own or manage a property you want to have listed with our film office, click here to submit your location.
To learn more, search your community by zip code.
Free Online Customer Service Training Program
The University of Minnesota Tourism Center and Hospitality Minnesota are excited to share a no-cost online customer service training program for Minnesota’s hospitality industry.
This program is free of charge to Minnesota residents and funded by the Minnesota State Legislature. This online program provides customer service training at the basic skill level, is mobile-friendly and can be completed at any time.
Learn more and access the online training program.
Upcoming Industry Webinars
- Arival, Turning Reviews into Revenue, Aug. 21, 10 a.m. CST
- Webflow, AEO for the CMO: An Actionable Maturity Model, Aug. 21, 1 p.m. CST
- Canva, Beyond the Numbers: Turn Data into Decisions that Drive Results, Aug. 28, 11:30 a.m. CST
- Canto, Catalyst for Collaboration: How DAM Elevates Creative Operations, Aug. 28, 1 p.m. CST
- MarketingProfs, Marketing Planning Friday Forum, Sept. 12, 10:30 a.m CST
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August 11, 2025
Aerial of Lighthouse, Lake City / Photo Credit: Visit Lake City Explore Minnesota International and Group Market Development Meeting Presentation Now Available
Thanks for joining us on July 30 for our International and Group Market Development meeting, where we provided an overview of FY2025 activities and outlined our FY2026 strategy, encompassing international and group market segments. Presentation slides and a recording of the meeting are now available.
Please contact Jen Schak, Market Development Manager, jennifer.schak@state.mn.us for more information or to discuss the international and group market segments.
Explore Minnesota Fall Marketing Campaign Now Live
Explore Minnesota’s fall campaign launches today. It highlights the state’s rich opportunities for hiking and biking enthusiasts. The fall campaign will run through Oct. 24.
- Geographies: National; Continental US
- Tactics: content partnerships with AllGear and Outside Magazine, Connected TV, Programmatic video, high-impact display, iHeartMedia, and paid social.
- Hiking ads feature a wide array of locations from around the state. Video ads feature Lake Superior, Frontenac State Park, Split Rock Lighthouse State Park and Fisherman’s Daughter (Grand Marais).
- Biking ads feature a wide variety, from mountain biking to paved trails and gravel biking to road biking. Video ads feature the Mississippi Riverfront Regional Park, Root River State Bike Trail (Lanesboro), Root River Trail Towns, Hennepin Avenue Bridge, and Minnehaha Falls.
Learn more about Explore Minnesota’s Fall campaign.
Recovery Grant Program Reconciliations Due Friday
Recovery Grant program grantees who have not submitted their reimbursement request and reconciliation materials have until Friday, Aug. 15, to submit them to the emtgrant@state.mn.us email. Please note that failure to meet the reconciliation deadline of Aug. 15 may result in the cancellation of grant funds.
The 2025 Tourism Recovery Grant program is funded and administered by Explore Minnesota to provide funds for tourism marketing and promotion for the economic benefit of Minnesota communities. The FY2025 Tourism Recovery Grant guidelines are posted on the industry website.
Contact your regional industry relations representative with questions.
Applications to Host 2026 Governor's Pheasant Hunting Opener (GPHO) Due Friday
Proposals are being sought from Minnesota communities to host the 2026 GPHO on Oct. 9-10, 2026. This annual event is coordinated by Explore Minnesota, the Minnesota Department of Natural Resources, and a host community/tourism organization.
Through several high-visibility events specifically for outdoor and general media, the GPHO helps elevate visitor awareness of the host community and creates a lasting local impact. Submit your proposal by Aug. 15, 2025, for consideration.
For more information about the Governor's Pheasant Hunting Opener, please contact Lisa Havelka at 507-389-2683 or lisa.havelka@state.mn.us.
Reminder to Take the Destination Development Stakeholder Survey
As a key member of Minnesota's travel community, we invite you to take part in a brief stakeholder survey regarding Explore Minnesota industry programs. The survey will help us better understand your needs and expectations and ensure we continue to provide the most impactful and relevant programs for Minnesota’s tourism industry.
Please respond to the Explore Minnesota Destination Development survey by the end of the day on Friday, Aug. 22.
If you have questions, please email Beth Helle, Deputy Director of Destination Development, at beth.helle@state.mn.us.
New Report Measures Outdoor Recreation’s Economic Impact in Minnesota
The Minnesota Outdoor Recreation Industry Partnership (ORIP) has released the state’s first-ever Outdoor Recreation Economic Impact Report, offering a comprehensive look at how outdoor recreation supports Minnesota’s economy. The report details the industry’s contribution of $23.5 billion in gross output, supporting over 96,000 jobs across the state.
Developed in collaboration with the U.S. Bureau of Economic Analysis and informed by federal and state data sources, the report breaks down economic contributions by activity, such as boating, RVing, snowmobiling, fishing and more. It also provides regional analysis, showing how outdoor recreation drives local economies across Minnesota.
The report is intended to serve as a resource for policymakers, economic development professionals and industry stakeholders working to grow Minnesota’s outdoor economy.
Read the full report and access summary materials.
Register Now for Explore Minnesota's Outdoor Recreation Economic Impact Discussion on Sept. 10
The Minnesota Outdoor Recreation Industry Partnership (ORIP) is hosting a public outreach meeting to share findings from the newly released Minnesota Outdoor Recreation Economic Impact Report and discuss strategies to grow the state’s outdoor recreation economy. The event will take place Tuesday, Sept. 10, from 2 to 4 p.m. at the REI Community Room in Bloomington, Minnesota.
This meeting is open to anyone interested in outdoor recreation, including business owners, nonprofit leaders, policymakers, economic development professionals, land managers and outdoor enthusiasts. Attendees will hear a short presentation on the report’s key findings and participate in an interactive discussion about how outdoor recreation benefits communities and creates economic opportunities.
Each month we will visit a different city or town throughout the state. Below is our tentative schedule through December:
- Sept. 10 in Bloomington
Seating is limited. Please reserve your seat online; RSVPs for the Bloomington event are requested by Sept. 1.
Take the ‘4 the Outdoors’ Public Survey
Minnesota’s state parks, trails, forests, and public waters are the heart of our outdoor way of life, but the funding that supports them is at risk of falling short. The Minnesota Department of Natural Resources is working on a plan 4 the Outdoors, to ensure our state’s natural spaces are cared for, accessible and sustainable for future generations.
We want to hear what matters most to you when it comes to investing in the outdoors. What inspires you to explore? What barriers do you face? What would make it easier for your family and future generations to stay connected to nature?
Your feedback will help shape future funding strategies and ensure Minnesota’s natural treasures stay protected and welcoming to all. This survey will close on Aug. 20.
Small Town Grants Available from SMIF
The Southern Minnesota Initiative Foundation (SMIF) is currently accepting applications for its Small Town Grant program. Towns, or Native nations, with populations of 10,000 or less in SMIF’s 20-county region are eligible. Nonprofit 501(c)(3) organizations, public institutions and units or agencies of local, state, federal and tribal government are encouraged to apply. Requests of up to $10,000 for eligible projects will be considered.
Applications are due to SMIF by Aug. 28. Awardees will be notified by Oct.15. For the application and guidelines, visit www.smifoundation.org/smalltowngrant.
For questions, contact Sarah Scheffert, communications and community vitality specialist, at 507-214-7015 or sarahs@smifoundation.org.
Upcoming Industry Webinars
- Federal Reserve Bank of Minneapolis, Regional Economic Conditions: General Business, Aug. 12, 9 a.m. CST
- On24, 5 Virtual Event Types to Increase the Reach of Your Marketing, Aug. 12, 1 p.m. CST
- Future Partners, The State of the American Traveler Survey Findings - June 2025, Aug. 13, 10 a.m. CST
- Convertr, Data Chaos to Clarity: Tackling the Real Business Risks of Bad Data, Aug. 14, 1 p.m. CST
- Great Lakes USA, Working with Receptive Operators - Easy Steps to Success, Aug. 14, 1 p.m. CST
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August 4, 2025
Paddleboarding at Lake Hiawatha, Minneapolis / Photo Credit: Jen Ackerman & Tim Gruber Reminder to Take the Destination Development Stakeholder Survey
As a key member of Minnesota's travel community, your insights and experiences with Destination Development (Explore Minnesota's Industry Relations, Welcome Centers/Visitor Services and Market Development) programs are important.
We invite you to take part in a brief stakeholder survey to help us understand your needs and expectations, and to ensure we continue to provide the most impactful and relevant programs for Minnesota’s tourism industry.
Please respond to the Explore Minnesota Destination Development survey by the end of the day on Friday, Aug. 22.
If you have any questions about this survey, please email Beth Helle, Deputy Director of Destination Development, at beth.helle@state.mn.us.
Recovery Grant Program Reconciliations Due August 15
Grantees with a FY25 Recovery Grant must submit their reimbursement request and reconciliation materials by Friday, Aug. 15, to the email emtgrant@state.mn.us for review and consideration of payment. Please note that failure to meet the reconciliation deadline of Aug. 15 may result in the cancellation of grant funds.
The 2025 Tourism Recovery Grant program is funded and administered by Explore Minnesota to provide funds for tourism marketing and promotion for the economic benefit of Minnesota communities. View the FY25 Tourism Recovery Grant guidelines on the industry website.
Contact your regional industry relations representative with questions.
Circle Wisconsin Midwest Marketplace Leads Now Available
Explore Minnesota attended the Circle Wisconsin Midwest Marketplace April 6-8 in Dubuque, IA. Tour and motorcoach operators from the Midwest conducted pre-scheduled meetings with Explore Minnesota for the purpose of creating and expanding group tour offerings to include Minnesota. Leads from this year’s Marketplace are now available, and contacts can be used for your own follow-up and sales activities.
To request the lead list or discuss opportunities in group travel, contact Brenda Maas, Market Development Representative, at brenda.maas@state.mn.us.
Apply Now to Host 2026 Governor's Pheasant Hunting Opener (GPHO)
We are seeking proposals from Minnesota communities to host the GPHO on Oct. 9-10, 2026. This annual event is coordinated by Explore Minnesota, the Minnesota Department of Natural Resources, and a host community/tourism organization.
Through several high-visibility events specifically for outdoor and general media, the Minnesota Governor's Pheasant Opener helps elevate visitor awareness of the host community and creates a lasting local impact. Submit your proposal by Aug. 15, 2025, for consideration.
For more information about the Governor's Pheasant Hunting Opener, please contact Lisa Havelka at 507-389-2683 or lisa.havelka@state.mn.us.
Advertise in Explore Minnesota Co-op with ia magazine
Team up with Explore Minnesota and ia magazine to reach an affluent audience of over 200,000 Iowa consumers. With an upcoming deadline of Aug. 15, you'll want to reserve your ad space soon!
This is a great chance to be part of an eight-page custom content section in the annual statewide magazine, which publishes this October. Ad options range from a quarter-page for $785 to a full-page for $3,125.
2026 Explore Minnesota Travel Guide Advertising Available
Do you want to put your destination and businesses on the map—literally? Advertising is now open for the 2026 Explore Minnesota Travel Guide, the official travel resource reaching audiences across the U.S. and beyond.
Why it matters:
- Distributed to thousands of active travel planners.
- Showcases the best of Minnesota’s attractions, lodging, dining & more.
- Helps visitors plan their trips before AND during their stay.
Space is limited and fills fast. Contact Sebrina.Williams@MilesPartnership.com or 773-616-8176 to learn more and reserve your spot.
Call for Explore Minnesota Conference Speakers
Are you interested in speaking to Minnesota tourism professionals or do you know someone who would make a great speaker at the 2026 Explore Minnesota Tourism Conference?
Explore Minnesota is seeking professional speakers presenting timely topics. To be considered for a presentation, please begin the process by submitting our Speaker Form. We are only accepting applications for in-person keynotes and breakout presentations at this time.
Submit now through this online Speaker Form.
Refresh Explore Minnesota’s Film Locations Database
Does your community have a hidden gem to share perfect for film or content production? From historic downtowns to lakes, cabins and farms, these new additions help location scouts find their perfect shot.
Update your photos and description to stand apart from the crowd, and upload your community’s unique filming spots to get on the radar of major productions. If you own or manage a property you want to have listed with our film office, click here to submit your location.
To learn more, search your community by zip code.
Register to Attend 2025 MN Field Trip Expo
Exhibitor Registration is open for the 2025 MN Field Trip Expo, which will be held on Tues. Aug. 12 from 10 a.m. to 3 p.m. at Whirlyball Twin Cities.
Attendees will include more than 400 of our favorite teachers, youth recreation planners, scout leaders, PTO volunteers, senior activity planners, corporate event planners, and tour operators. These group planners attend to meet Minnesota’s group tour and experience providers in person to discuss their program & activity needs.
Questions? Please contact Jo Ann Huebsch, 763-402-0849.
Celebrate National Farmers Market Week in Minnesota
Minnesotans are invited to celebrate the bounty of the harvest season during National Farmers Market Week Aug. 3 – 9. The Minnesota Department of Agriculture (MDA) is partnering with Minnesota Grown, Minnesota Farmers’ Market Association, Minnesota Farmers Union, and Land Stewardship Project to recognize the week with events at nine farmers' markets across the state.
According to the Minnesota Farmers' Market Association, there are 402 farmers’ markets and more than 10,000 market vendors across Minnesota and Tribal Nations. Minnesotans are encouraged to use Farmers Market Week as a jumping-off point to build a habit of shopping local and supporting farmers’ markets all year.
Find a market near you using MFMA’s interactive map at mfma.org or search for Minnesota Grown member markets and farmers at minnesotagrown.com.
Upcoming Industry Webinars
- Eventeny, Discover the Easiest Way to Build Event Maps, Aug. 7, 1 p.m. CST
- StackAdapt, From Ad to Inbox: Unifying Paid and Owned Channels for Full-Funnel Wins, Aug. 7, 1 p.m. CST
- Federal Reserve Bank of Minneapolis, Regional Economic Conditions: General Business, Aug. 12, 9 a.m. CST
- On24, 5 Virtual Event Types to Increase the Reach of Your Marketing, Aug. 12, 1 p.m. CST
- Future Partners, The State of the American Traveler Survey Findings - June 2025, Aug. 13, 10 a.m. CST
- Convertr, Data Chaos to Clarity: Tackling the Real Business Risks of Bad Data, Aug. 14, 1 p.m. CST.
- Great Lakes USA, Working with Receptive Operators - Easy Steps to Success, Aug. 14, 1 p.m. CST
- Distributed to thousands of active travel planners.
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July 28, 2025
Swimming at Lester Park, Duluth / Photo Credit: Visit Duluth Take the Destination Development Stakeholder Survey
As a key member of Minnesota's travel community, your insights and experiences with Destination Development (Explore Minnesota's Industry Relations, Welcome Centers/Visitor Services and Market Development) programs are important.
We invite you to take part in a brief stakeholder survey to help us understand your needs and expectations , and to ensure we continue to provide the most impactful and relevant programs for Minnesota’s tourism industry.
Please respond to the Explore Minnesota Destination Development survey by the end of the day on Friday, August 22.
If you have any questions about this survey, please email Beth Helle, Deputy Director of Destination Development, at beth.helle@state.mn.us.
Attend International and Group Market Development Meeting Virtually This Week
Join us virtually on Wednesday, July 30 from 2 p.m. to 3:30 p.m. for our International and Group Market Development meeting. This meeting will be held online only and no longer in person.
Explore Minnesota will provide an overview of FY25 activities and outline our FY26 strategy, encompassing international and group segments.
Advertise in Leisure Group Travel Magazine Special Minnesota Section
Explore Minnesota will have a special section in the October edition of Leisure Group Travel Magazine. We are working on a custom article and have negotiated discounted advertising rates for those interested in participating.
To learn more about this opportunity, please get in touch with Tom Tobiason at Tom@ptmgroups.com or review this flyer. Space must be reserved by Aug. 15.
Group market questions or ideas can be sent to Jen Schak at jennifer.schak@state.mn.us.
June Accommodations Performance Metrics Decreased Relative to Last June
In June 2025, Minnesota and Minneapolis-St. Paul metro area key hotel performance metrics, hotel occupancy, average daily rate (ADR) and revenue per available room (RevPAR) decreased year over year (YoY) relative to June 2024.
At the state-level, monthly hotel occupancy decreased .1% YoY to 67.2%, ADR decreased 1.6% YoY to $142.84 and RevPAR decreased 1.7% YoY to $95.95. For reference, in June, the total U.S. average occupancy was 68.5%, ADR was $162.51 and RevPAR was $111.32.
For the Minneapolis-St. Paul area, June hotel occupancy decreased 1.5% YoY to 70.5%, ADR decreased 3.2% YoY to $141.40 and RevPAR decreased 4.7% YoY to $99.69. In June, the average Top U.S. 25 U.S. Market hotel occupancy was 72.8%, ADR was $190.68 and RevPAR was $138.77.
Americans’ Travel Impacted by Gas Prices & Other Financial Concerns
According to a July 2025 Longwoods International survey, 91% of U.S. leisure travelers have travel plans in the next six months. In the July survey, traveler concerns about gas prices increased relative to June, with 23% indicating that gasoline costs will greatly impact their travel decisions. Despite fuel prices remaining lower than last summer, it is likely that these travelers are concerned due to the overall impact of inflation and personal finances or economic uncertainty.
Other survey questions focused on road trips following a touring route or scenic/historic highway. Over half of travelers have spent at least one night on a road trip in the last five years. Almost seven in ten road trip travelers used their own vehicle, and about one-third used a rental car. The top three interests while on touring routes or scenic/historic highways are local restaurants, outdoor scenery and historical sites or attractions.
For more research findings, review the full report.
Apply for a Culture & Tourism Grant
The Department of Iron Range Resources & Rehabilitation (IRRR) has announced a Culture & Tourism Grant program open to cities, townships, nonprofits, Tribal governments and governmental entities within the IRRR's service area.
Culture & Tourism grants assist projects that support arts, culture, history, tourism and recreational activities, enhance the quality of life in the region and attract visitors.
The deadline to apply is Thursday, July 31. If program funds are available after the cycle, applications may be accepted from January 1 through May 1, 2026 or until program funds are substantially committed for the fiscal year, whichever occurs sooner.
For more details and application instructions, visit their website here.
Free Online Customer Service Training Program
The University of Minnesota Tourism Center and Hospitality Minnesota are excited to share an no-cost online customer service training program for Minnesota’s hospitality industry. This program is free of charge to Minnesota residents and funded by the Minnesota State Legislature, this online program provides customer service training at the basic skill level. The training is mobile-friendly and can be completed at any time.
Click here to access the training program.
Small Town Grants Now Available from SMIF
The Southern Minnesota Initiative Foundation (SMIF) is currently accepting applications for its Small Town Grant program. Towns, or Native nations, with populations of 10,000 or less in SMIF’s 20-county region are eligible. Nonprofit 501(c)(3) organizations, public institutions and units or agencies of local, state, federal and tribal government are encouraged to apply. Requests of up to $10,000 for eligible projects will be considered.
Applications are due to SMIF by Aug. 28. Awardees will be notified by Oct.15. For the application and guidelines, visit www.smifoundation.org/smalltowngrant.
For questions, contact Sarah Scheffert, communications and community vitality specialist, at 507-214-7015 or sarahs@smifoundation.org.
Upcoming Industry Webinars
- Brand USA, Agents of Change DMO Leadership, July 30, 12 p.m. CST
- Cvent, How to Build Event Content that Connects and Fuels All Your Marketing Channels, July 31, 10 a.m. CST
- Webflow, AEO for the CMO: An Actionable Maturity Model, July 31, 1 p.m. CST
- Eventeny, Discover the Easiest Way to Build Event Maps, Aug. 7, 1 p.m. CST
- StackAdapt, From Ad to Inbox: Unifying Paid and Owned Channels for Full-Funnel Wins, Aug. 7, 1 p.m. CST
- On24, 5 Virtual Event Types to Increase the Reach of Your Marketing, Aug. 12, 1 p.m. CST
- Great Lakes USA, Working with Receptive Operators - Easy Steps to Success, Aug. 14, 1 p.m. CST
- Brand USA, Agents of Change DMO Leadership, July 30, 12 p.m. CST
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July 21, 2025
Glen's Ice Cream, Nisswa Take the Destination Development Stakeholder Survey this Week
As a key member of Minnesota's travel community, your insights and experiences with Explore Minnesota's Industry Relations, Welcome Centers/Visitor Services and Market Development programs are important.
We invite you to participate in a brief stakeholder survey to help us understand your needs and expectations more deeply, ensuring we continue to provide the most impactful and relevant programs for Minnesota’s tourism industry.
The survey will deploy tomorrow, July 22. If you do not receive the email, please contact your industry relations representative.
If you have any questions about this survey, please email Beth Helle, Deputy Director of Destination Development, at beth.helle@state.mn.us.
Explore Minnesota Welcomes Miss Shannan Back as 2026 Tourism Conference Emcee
Explore Minnesota is excited to welcome back the talented Miss Shannan Paul as emcee of the 2026 Annual Tourism Conference. Miss Shannan Paul is a nationally recognized comedian, speaker, and event emcee known for her warmth, quick wit, and signature "Minnesota nice." She’s worked with organizations like Mayo Clinic, Twin Cities Habitat for Humanity, and Boys & Girls Clubs of the Twin Cities. She creates unforgettable moments that connect and inspire, whether on stage or behind the mic. The 2026 Explore Minnesota Tourism Conference will be held at the Duluth Entertainment Convention Center (DECC) on Wednesday, Feb. 11 and Thursday, Feb. 12, 2026. The conference will offer both in-person and virtual options for select presentations.
This annual event is tailored specifically for the Minnesota tourism industry and features national keynote speakers, topical breakout sessions, networking opportunities and plenty of fresh and actionable ideas.
Learn more about the 2026 Explore Minnesota Tourism Conference.
Attend International and Group Market Development Meeting
Join us in person at the Explore Minnesota office or virtually via Teams for our International and Group Market Development meeting on July 30, 2025, from 2 p.m. to 3:30 p.m.
Explore Minnesota will provide an overview of FY25 activities and outline our FY26 strategy, encompassing international and group segments.
Explore Minnesota’s offices are located in downtown St. Paul. If attending in person, please email jennifer.schak@state.mn.us. Add to your calendar or join online via TEAMS.
Advertise in Leisure Group Travel Magazine Special Minnesota Section
Explore Minnesota will have a special section in the October edition of Leisure Group Travel Magazine. We are working on a custom article and have negotiated discounted advertising rates for those interested in participating.
To learn more about this opportunity, please get in touch with Tom Tobiason at Tom@ptmgroups.com or review this flyer. Space must be reserved by Aug. 15.
Group market questions or ideas can be sent to Jen Schak at jennifer.schak@state.mn.us.
Try a New Explore Minnesota Co-op
Check out the latest Explore Minnesota co-op marketing programs. These affordable co-ops allow organizations to collaborate with the state to boost travel to and within Minnesota. It helps Minnesota destinations and businesses maximize their marketing budget, try new vendors, and participate in exciting new campaigns.
There are new and expanded social media options, fan favorite print programs, and more. See the available co-op programs, sign up for our monthly ‘Co-op Update’ newsletter, and view the co-op FAQs.
Participate in Explore Minnesota Film Locations Database Refresh
Does your community have a hidden gem to share perfect for film or content production? From historic downtowns to lakes, cabins and farms, these new additions help location scouts find their perfect shot.
Update your photos and description to stand apart from the crowd, and upload your community’s unique filming spots to get on the radar of major productions. If you own or manage a property you want to have listed with our film office, click here to submit your location.
To learn more, search your community by zip code.
Become a Film-Ready Community
Explore Minnesota Film is calling on metro-area communities to become certified Film Ready. Productions in your community help generate economic impact by: supporting local businesses in food and hospitality, retail and consumer goods, dry cleaning, gear and event rentals, carpentry, technology, travel and transportation, and so much more. With most of Minnesota’s deep base of film, theatre, and music crew based in the metro, certifying your metro community couldn’t be easier.
Becoming Film Ready is simpler than you might think. The free training takes just 2 hours; from there, it’s a matter of listing five possible filming locations and finalizing a basic film permit process. Our Film and TV Production Liaison can support your city administrator with sample permit templates and help provide examples of a film addendum to add to an existing special events permit. Getting certified Film Ready is flexible, free, and easy to do. Set a schedule for completion that works best for you.
Start the Film-Ready Process Now.
Upcoming Industry Webinars
- U of M Extension, Are we at an inflection point in community economic development? The 4th Wave, July 22, 1 p.m. CST
- Meltwater, The New Blueprint for Influencer Marketing: Culture, Community & Conversion, July 24, noon CST
- Survey Monkey, From Data to Dollars: 5 Ways to Use Feedback to Drive Revenue, July 24, 1 p.m. CST
- Brand USA, Agents of Change DMO Leadership, July 30, 12 p.m. CST
- Explore Minnesota, International and Group Market Development Meeting, July 30, 2 p.m. CST
- Cvent, How to Build Event Content that Connects and Fuels All Your Marketing Channels, July 31, 10 a.m. CST
- Webflow, AEO for the CMO: An Actionable Maturity Model, July 31, 1 p.m. CST
- Great Lakes USA, Working with Receptive Operators - Easy Steps to Success, Aug. 14, 1 p.m. CST
- U of M Extension, Are we at an inflection point in community economic development? The 4th Wave, July 22, 1 p.m. CST
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July 14, 2025
Biking in Lanesboro / Photo Credit: Paul Vincent Join Explore Minnesota’s Virtual Director’s Forum on Wednesday
Join Explore Minnesota’s Virtual Executive Director’s Forum on Wednesday, July 16, at 10 a.m.
This meeting is an opportunity for industry stakeholders to engage with Explore Minnesota leadership and staff to discuss various topics, including current issues and conditions affecting the industry, industry advocacy, and the recent legislative session.
Questions? Please contact Marya Barsanti, Executive Aide, Explore Minnesota, marya.e.barsanti@state.mn.us.
Add to your calendar or click here to join the meeting.
Join International and Group Market Development Meeting on July 30
Join us in person at the Explore Minnesota office or virtually via Teams for our International and Group Market Development meeting on July 30, 2025, from 2 p.m. to 3:30 p.m.
Explore Minnesota will provide an overview of FY25 activities and outline our FY26 strategy, encompassing international and group segments.
Explore Minnesota’s offices are located in downtown St. Paul. If attending in person, please email jennifer.schak@state.mn.us or join online via TEAMS.
Advertise in Leisure Group Travel Magazine Special Minnesota Section
Explore Minnesota will have a special section in the Oct. edition of Leisure Group Travel Magazine. We are working on a custom article and have negotiated discounted advertising rates for those interested in participating.
To learn more about this opportunity, please get in touch with Tom Tobiason at Tom@ptmgroups.com or review this flyer. Space must be reserved by Aug. 15.
Group market questions or ideas can be sent to Jen Schak at jennifer.schak@state.mn.us.
Explore Minnesota Film Locations Database Refresh
Does your community have a hidden gem to share perfect for film or content production? From historic downtowns to lakes, cabins and farms, these new additions help location scouts find their perfect shot.
Update your photos and description to stand apart from the crowd. Upload your community’s unique filming spots to get on the radar of major productions. If you own or manage a property you want to have listed with our film office, click here to submit your location.
Search your community by zip code.
New Explore Minnesota Co-ops Available Now
We’ve launched our FY26 co-op program! Explore Minnesota's co-op marketing program allows organizations to collaborate with the state to boost travel to and within Minnesota. It helps Minnesota destinations and businesses maximize their marketing budget, try new vendors, and participate in exciting new campaigns.
Six programs are available now, with more to come. We’ve got new and expanded social media options, fan favorite print programs and more. See the available co-op programs, sign up for our monthly ‘Co-op Update’ newsletter, and view the co-op FAQs.
Explore Minnesota Partners with Gannett Media Corp USA Today to Reach RAGBRAI Riders
Explore Minnesota is thrilled to partner with Gannett Media Corp – USA Today in a dynamic new campaign to showcase Minnesota tourism to participants and spectators of RAGBRAI LII, the Register’s Annual Great Bicycle Ride Across Iowa, taking place July 19 to 26.
In its 52nd year, RAGBRAI is the world’s oldest, largest, and longest recreational bicycle touring event. It spans the state of Iowa from west to east, starting at the Missouri River and finishing at the Mississippi. Drawing riders from all 50 states and numerous countries, RAGBRAI celebrates community, endurance, and adventure, and this year Minnesota joining the journey like never before.
This year’s annual ride is set to make history. RAGBRAI will cross into Minnesota for the first time ever, bringing over 10,000 cyclists into the "Land of 10,000 Lakes" for a 15-mile stretch on July 21, Day 2 of the ride. Riders will enjoy a scenic halfway break at Brown Park in Jackson, Minnesota, where they’ll receive complimentary Minnesota Travel Guides and experience a warm Minnesota welcome.
To support this milestone, the partnership campaign includes an ad placement in the official digital Participant Guide, sponsored social media posts, targeted pre-event email promotions, and Explore Minnesota logo placement on the RAGBRAI website. These efforts aim to spotlight Minnesota as a premier international biking and travel destination.
If you have questions about this partnership, please contact Glori Woolley at glori.woolley@state.mn.us or 651-757-1869.
View the FY25 Explore Minnesota Partnerships.
Image courtesy of RAGBRAITake the ‘4 the Outdoors’ Public Survey
Minnesota’s state parks, trails, forests, and public waters are the heart of our outdoor way of life, but the funding that supports them is at risk of falling short. The Minnesota Department of Natural Resources is working on a plan 4 the Outdoors, to ensure our state’s natural spaces are cared for, accessible, and sustainable for future generations.
We want to hear what matters most to you when it comes to investing in the outdoors. What inspires you to explore? What barriers do you face? What would make it easier for your family and future generations to stay connected to nature?
Your feedback will help shape future funding strategies and ensure Minnesota’s natural treasures stay protected and welcoming to all.
Registration Open for 2025 MN Field Trip Expo
Exhibitor Registration is open for the 2025 MN Field Trip Expo, which will be held on Tues. Aug. 12 from 10 a.m. to 3 p.m. at Whirlyball Twin Cities.
Attendees will include more than 400 of our favorite teachers, youth recreation planners, scout leaders, PTO volunteers, senior activity planners, corporate event planners, and tour operators. These group planners attend to meet Minnesota’s group tour and experience providers in person to discuss their program & activity needs.
Questions? Please contact Jo Ann Huebsch, 763-402-0849.
Upcoming Industry Webinars
- Explore Minnesota, Director’s Forum, July 16, 10 a.m. CST
- Goldcast, How to Build Zero-Click Content in the Age of AI, July 17, 1 p.m. CST
- U of M Extension , Are we at an inflection point in community economic development? The 4th Wave, July 22, 1 p.m. CST
- Meltwater, The New Blueprint for Influencer Marketing: Culture, Community & Conversion, July, 24, noon CST
- Survey Monkey, From Data to Dollars: 5 Ways to Use Feedback to Drive Revenue, July 24, 1 p.m. CST
- Brand USA, Agents of Change DMO Leadership, July 30, 12 p.m. CST
- Explore Minnesota, Director’s Forum, July 16, 10 a.m. CST
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July 7, 2025
Bonfire on Beach, Fairmont / Photo Credit: Blaze Air, courtesy of Visit Fairmont Updated Date and Time for Explore Minnesota’s Virtual Director’s Forum
Join Explore Minnesota’s Virtual Executive Director’s Forum on Wednesday, July 16, at 10 a.m.
This meeting is an opportunity for industry stakeholders to engage with Explore Minnesota staff and discuss various topics, including current issues and conditions affecting the industry, industry advocacy, and the recent legislative session.
Questions? Please contact Marya Barsanti, Executive Aide, Explore Minnesota, marya.e.barsanti@state.mn.us.
Add to your calendar or click here to join the meeting.
Join International and Group Market Development Meeting on July 30
Join us in person at the Explore Minnesota office or virtually via Teams for our International and Group Market Development meeting on July 30, 2025, from 2 p.m. to 3:30 p.m.
Explore Minnesota will provide an overview of FY25 activities and outline our FY26 strategy, encompassing international and group segments.
Explore Minnesota’s offices are located in downtown St. Paul. If attending in person, please email jennifer.schak@state.mn.us or join online via TEAMS.
Congratulations to Our Certified Film-Ready Communities
We recently welcomed our first group of certified communities to our Explore Minnesota Film-Ready Program. We thank each Film Ready Community for taking the time to expand their knowledge base, list their film-worthy locations in our database and work with our Film and TV Production Liaison and your city administration offices to create film guidelines that will serve their community well.
You are committed to promoting our state to film, TV, and commercial productions, helping drive local spending, creating job opportunities, and laying the groundwork for future film tourism. Our next group will be certified by Sept. 1.
Contact us if you’d like to learn more about the Film-Ready Program.
New Co-op Advertising Opportunities Coming Soon
Explore Minnesota has some exciting new options for you in the next FY2026 co-op program. In July, we’ll update exploreminnesota.com/coop with new print publications, expanded social media and content creator opportunities, and more.
If you have any Co-op Program-related questions, please contact Derek Ramthun at derek.ramthun@state.mn.us.
Learn more about Explore Minnesota’s Co-Op Program.
Call for Explore Minnesota Conference Speakers
Are you interested in speaking to Minnesota tourism professionals or do you know someone who would make a great speaker at the 2026 Explore Minnesota Tourism Conference?
Explore Minnesota is seeking professional speakers presenting timely topics. To be considered for a presentation, please begin the process by submitting our Speaker Form. We are only accepting applications for in-person keynotes and breakout presentations at this time.
Submit now through this online Speaker Form.
Explore Minnesota Highlights Summer Family Fun with MSP Communications
MSP Communications has provided Explore Minnesota with a partnership opportunity to sponsor the Mpls-St Paul Magazine JUNIOR Summer Issue, showcasing summer fun for families. This compact publication is designed for busy families, grandparents, and childcare providers, with content specifically written to engage children. It’s the perfect platform to highlight Minnesota’s top summer destinations and activities for both in-state and out-of-state families.50,000 issues were polybagged with the June 2025 edition of Mpls-St Paul Magazine, with 20,000 overruns provided to Explore Minnesota for distribution at Welcome Centers and an online digital edition available on ExploreMinnesota.com. Deliverables include the Explore Minnesota logo on the cover, two full-page display ads, inclusion in the welcome mention, three branded content pages, paid promotional social posts in the Green Bay, Des Moines, and Milwaukee markets, and the partnership noted across all MSP channels.
If you have questions about the MSP Communications partnership, please contact Glori Woolley at glori.woolley@state.mn.us or 651-757-1869.
View the FY25 Explore Minnesota Partnerships.
Explore Minnesota Partners with the Audacy – Chicago Cubs Radio
Audacy is providing Explore Minnesota with an exciting new partnership opportunity to advertise on 670 The Score (WSCR-AM), through a special Series Sponsorship campaign centered around the Chicago Cubs vs. Minnesota Twins matchup. As Chicago’s premier sports talk station, 670 The Score has been the trusted voice of passionate fans for over 30 years. The station broadcasts across 38 affiliates in Illinois, Iowa, Indiana, South Dakota, Wisconsin, and Minnesota, engaging loyal listeners with expert analysis, live play-by-play, spirited debate, and in-depth game coverage.
The Gameday Series campaign is set to deliver over 1.1 million estimated impressions to adults aged 25-54, featuring 55 radio spots across commercials, Minnesota Series Sponsorship mentions, and live reads during the Cubs vs. Twins series on July 8 to 10 at Wrigley Field, Chicago. The primary objective is to boost awareness and branding during a key tourism period, targeting Explore Minnesota’s core markets. This radio initiative will complement other Chicago-based campaigns, including Outfront Media billboards, print ads in Chicago Magazine, travel guide distribution via the Chicago Tribune, and the Minnesota Twins partnership featuring a Cubs vs. Twins sweepstakes giveaway. Together, these efforts aim to maximize reach and exposure in Chicago, inspire sports fans to plan their summer trips to Minnesota, and drive both tourism and traffic to ExploreMinnesota.com.
If you have questions about the Audacy partnership, please contact Glori Woolley at glori.woolley@state.mn.us or 651-757-1869.
View the FY25 Explore Minnesota Partnerships.
Industry Opening for Executive Director at La Crescent Chamber of Commerce and Tourism
The Executive Director serves as the sole staff leader for the La Crescent Area Chamber of Commerce and Tourism. This hands-on role encompasses business development, event planning, tourism promotion, administrative oversight, financial management, marketing, and strategic collaboration with community stakeholders. The Executive Director ensures the Chamber remains a strong voice for local business and an effective promoter of La Crescent as a destination for visitors and commerce.
Upcoming Industry Webinars
- Future Partners, The State of the American Traveler Survey Findings - July 2025, July 9, 10 a.m. CST
- Canto, Finding the Right DAM Fit: How to Evaluate, Implement, and Optimize a Digital Asset Management System, July 10, 1 p.m. CST
- Showpad, AI Friday Forum, July 11, 10:30 a.m. CST
- Explore Minnesota, Director’s Forum, July 16, 10 a.m. CST
- Goldcast, How to Build Zero-Click Content in the Age of AI, July 17, 1 p.m. CST
- U of M Extension, Are we at an inflection point in community economic development? The 4th Wave, July 22, 1 p.m. CST
- Brand USA, Agents of Change DMO Leadership, July 30, 12 p.m. CST
- Future Partners, The State of the American Traveler Survey Findings - July 2025, July 9, 10 a.m. CST
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June 30, 2025
Kids in Fourth of July parade, Ruthton / Photo Credit: Pete Bouman Save the Date for Explore Minnesota’s Virtual Director’s Forum
Join Explore Minnesota’s Virtual Executive Director’s Forum on Wednesday, July 16, at 10 a.m.
This meeting is an opportunity for industry stakeholders to engage with Explore Minnesota staff and discuss various topics, including current issues and conditions affecting the industry, industry advocacy, and the recent legislative session.
Questions? Please contact Marya Barsanti, Executive Aide, Explore Minnesota, marya.e.barsanti@state.mn.us.
Add to your calendar or click here to join the meeting.
Explore Minnesota is Hiring a Metro Industry Relations Representative
Explore Minnesota is seeking a Metro Industry Relations Representative. This position provides regional tourism industry outreach for the service area defined as the Metro Region by Explore Minnesota.
The Metro Industry Relations Representative conducts a broad array of duties in support of agency-specific programs which include conducting a proactive schedule of outreach to the industry through meetings and contacts with tourism-focused communities and travel-related businesses, providing oversight of grant programs, and assisting in the coordination of agency projects, special events, task forces, marketing programs, presentations, and general representation of Explore Minnesota in public and industry-facing settings.
If you have questions regarding this position, please contact Roxanne Lane, Explore Minnesota’s Human Resource Director. The application deadline is July 1.
Apply online through the State of Minnesota External Applicant Portal and view the Metro Industry Relations Representative Job Posting 86855.
Call for Explore Minnesota Conference Speakers
Are you interested in speaking to Minnesota tourism professionals or do you know someone who would make a great speaker at the 2026 Explore Minnesota Tourism Conference?
Explore Minnesota is seeking professional speakers presenting timely topics. To be considered for a presentation, please begin the process by submitting our Speaker Form. We are only accepting applications for in-person keynotes and breakout presentations at this time.
Submit now through this online Speaker Form.
New Co-op Advertising Opportunities Coming Soon
Explore Minnesota has some exciting new options for you in the next FY2026 co-op program. In July, we’ll update exploreminnesota.com/coop with new print publications, expanded social media and content creator opportunities, and more.
If you have any Co-op Program-related questions, please contact Derek Ramthun at derek.ramthun@state.mn.us.
Learn more about Explore Minnesota’s Co-Op Program.
Apply Now to Host 2026 Governor's Pheasant Hunting Opener
We are seeking proposals from Minnesota communities to host the GPHO event on Oct. 9-10, 2026. This event is held annually and is coordinated by Explore Minnesota, the Minnesota Department of Natural Resources, and a host community/tourism organization.
Through several high-visibility events specifically for outdoor and general media, the Minnesota Governor's Pheasant Opener helps elevate visitor awareness of the host community and creates a lasting local impact. Submit your proposal by Aug. 15, 2025, for consideration.
For more information about the Governor's Pheasant Hunting Opener, please contact Lisa Havelka at 507-389-2683 or lisa.havelka@state.mn.us.
New Minnesota Reputation & Travel Preferences Study Results Available
Explore Minnesota recently worked with KRC Research to conduct a survey on prospective travelers’ attitudes toward traveling to Minnesota, following up on the previous 2021 survey on similar topics. The research findings will be used to deepen understanding of travelers’ opinions toward taking a vacation in Minnesota in 2025-2026 and identify top attractions/travel categories to promote via Explore Minnesota’s ongoing earned and paid media.
Key research findings are:
- When considering various aspects of leisure travel, prospective visitors are most interested in spending time with family and friends, spending time in nature, and enjoying local amenities like restaurants and entertainment/cultural events. Outdoor activities and family-friendly options are among the most important features when choosing a travel destination.
- Minnesota is generally viewed as an attractive vacation destination. We can drive interest by highlighting the features important to potential travelers that are already commonly associated with the state as a travel destination. These features include Minnesota’s natural beauty, welcoming atmosphere, clean environment, safety, and good value.
- Despite being more top-of-mind in 2021, travelers no longer associate Minnesota with George Floyd or politics.
Review additional Brand Reputation findings online.
Explore Minnesota Partners with Outfront Media in Chicago
Outfront Media is providing Explore Minnesota with a new partnership opportunity to advertise in Chicago’s West Loop with a large, illuminated vinyl billboard from June 16 through July 13 in a highly trafficked and populated area near the Ogilvie Transportation Center and Chicago Union Station on Washington Boulevard.The billboard advertising will provide excellent awareness, reach and branding within one of Explore Minnesota’s key markets during the prime tourism months, leading up to the Cubs vs. Minnesota Twins game series July 8-10 at Target Field, Twin Cities Pride in June and other summer festivals and events. This campaign will also align well with the new Minnesota Twins partnership, which includes a Gameday Getaway Sweepstakes targeting the Chicago market.
Goals include reaching out to and inspiring Chicagoans and Chicago visitors to plan and take a trip to Minnesota by plane, car or the new Amtrak Borealis train, thereby increasing tourism and website traffic to ExploreMinnesota.com.
If you have questions about the Outfront Media partnership, please contact Glori Woolley at glori.woolley@state.mn.us or 651-757-1869.
View the FY25 Explore Minnesota Partnerships.
Americans Still Cautious with Travel Spending
According to a June 2025 Longwoods International survey, in the next six months, 94% of U.S. leisure travelers have travel plans. Comparing this month to last month, there was a drop in the percent who said personal finances (28%), inflation (27%), airfare (26%) and gas prices (17%) will greatly impact their upcoming travel decisions. However, compared to a year ago, more Americans are still being cautious with their travel spending. At this time, 37% are reducing retail purchases, 32% are reducing the amount spent on entertainment and recreation and 30% are reducing the number of trips they are taking.
Other survey questions focused on remote work and AI Software. A majority (60%) of U.S. travelers do not plan to work remotely or away from home in the next one to two years. Additionally, travelers who said they used ChatGPT or similar AI software to plan their trip increased 6 percent since August 2024.
For more research findings, review the full report.
Upcoming Industry Webinars
- Explore Minnesota, Director’s Forum, July 10, 1 p.m. CST
- Canto, Finding the Right DAM Fit: How to Evaluate, Implement, and Optimize a Digital Asset Management System, July 10, 1 p.m. CST
- Showpad, AI Friday Forum, July 11, 10:30 a.m. CST
- Goldcast, How to Build Zero-Click Content in the Age of AI, July 17, 1 p.m. CST
- U of M Extension, Are we at an inflection point in community economic development? The 4th Wave, July 22, 1 p.m. CST
- Brand USA, Agents of Change DMO Leadership, July 30, 12 p.m. CST
- When considering various aspects of leisure travel, prospective visitors are most interested in spending time with family and friends, spending time in nature, and enjoying local amenities like restaurants and entertainment/cultural events. Outdoor activities and family-friendly options are among the most important features when choosing a travel destination.
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June 23, 2025
Sailing in Matoska Park, White Bear Lake Save the Date for 2026 Explore Minnesota Tourism Conference
We are happy to announce the 2026 Explore Minnesota Tourism Conference will take place at the Duluth Entertainment Convention Center (DECC) on Wednesday, Feb. 11, and Thursday, Feb. 12, 2026.
The Explore Minnesota Tourism Conference is the annual learning opportunity designed specifically for the Minnesota tourism industry. This premier educational event includes national keynote speakers, topical breakout sessions, networking, and plenty of fresh and actionable ideas.
More information on registration, sponsorship and programming will be coming soon. We promise this is one you won’t want to miss!
Save to your Google calendar or save to your Outlook calendar.
Call for Explore Minnesota Conference Speakers
Are you interested in speaking to Minnesota tourism professionals or do you know someone who would make a great speaker?
Explore Minnesota is seeking professional speakers presenting timely topics for the 2026 Explore Minnesota Tourism Conference. To be considered for a presentation, you must begin the process by submitting our Speaker Form. We are only accepting applications for in-person keynotes and breakout presentations at this time.
Submit now through this online Speaker Form.
Explore Minnesota is Hiring a Metro Industry Relations Representative
Explore Minnesota is seeking a Metro Industry Relations Representative. This position provides regional tourism industry outreach for the service area defined as the Metro Region by Explore Minnesota.
Specifically, this position conducts a broad array of duties in support of agency-specific programs which include conducting a proactive schedule of outreach to the industry through meetings and contacts with tourism-focused communities and travel-related businesses, providing oversight of grant programs, and assisting in the coordination of agency projects, special events, task forces, marketing programs, presentations, and general representation of Explore Minnesota in public and industry-facing settings.
If you have questions regarding this position, please contact Roxanne Lane, Explore Minnesota’s Human Resource Director. The application deadline is July 1.
Apply online through the State of Minnesota External Applicant Portal and view the Metro Industry Relations Representative Job Posting 86855
Add Your Disability Pride Month Celebrations to ExploreMinnesota.com
Celebrate Disability Pride Month in July by adding your events to ExploreMinnesota.com. To have your event considered for inclusion in various Explore Minnesota communications, log into the Explore Minnesota extranet to update or create new listings for your Disability Pride Month events and celebrations by June 27. Please note that submitting an image with your event listing increases the likelihood of your event being featured in Explore Minnesota communications.
For technical assistance, contact our extranet team at tourism@state.mn.us.
Update your listing on the Explore Minnesota extranet.
Save the Date for Explore Minnesota’s Virtual Director’s Forum
Join Explore Minnesota’s Virtual Executive Director’s Forum on Wednesday, July 16, at 10 a.m.
This meeting is an opportunity for industry stakeholders to engage with Explore Minnesota staff and discuss various topics, including current issues and conditions affecting the industry, industry advocacy, and the recent legislative session.
Questions? Please contact Marya Barsanti, Executive Aide, Explore Minnesota, marya.e.barsanti@state.mn.us.
Add to your calendar or click here to join the meeting.
May Accommodations Performance Metrics More Up Than Down
In May 2025, Minnesota and Minneapolis-St. Paul metro area key hotel performance metrics were more up than down year over year (YoY) relative to May 2024. At the state-level and metro levels, hotel occupancy and average daily rate (ADR) increased. However, revenue per available room (RevPAR) decreased for Minnesota and Minneapolis.
At the state-level, monthly hotel occupancy increased 3.8% YoY to 59.5%, ADR decreased .5% YoY to $131.36 and RevPAR decreased 3.2% YoY to $78.15. For reference, in May, the total U.S. average occupancy was 65.3%, ADR was $162.72 and RevPAR was $106.30.
For the Minneapolis-Saint Paul area, May hotel occupancy increased 3.8% YoY to 63.9%, ADR decreased 1.3% YoY to $134.09 and RevPAR increased 2.5% YoY to $85.67. In May, the average Top U.S. 25 U.S. Market hotel occupancy was 71.5%, ADR was $196.31 and RevPAR was $140.27.
Apply Now to Host 2026 Governor's Pheasant Hunting Opener
We are seeking proposals from Minnesota communities to host the GPHO event on Oct. 9-10, 2026. This event is held annually and is coordinated by Explore Minnesota, the Minnesota Department of Natural Resources, and a host community/tourism organization.
Through several high-visibility events specifically for outdoor and general media, the Minnesota Governor's Pheasant Opener helps elevate visitor awareness of the host community and creates a lasting local impact. Submit your proposal by Aug. 15, 2025, for consideration.
For more information about the Governor's Pheasant Hunting Opener, please contact Lisa Havelka at 507-389-2683 or lisa.havelka@state.mn.us.
Advertise in the 2026 Explore Minnesota Travel Guide
Do you want to put your destination and businesses on the map—literally? Advertising is now open for the 2026 Explore Minnesota Travel Guide, the official travel resource reaching audiences across the U.S. and beyond.
Why it matters:
- Distributed to thousands of active travel planners.
- Showcases the best of Minnesota’s attractions, lodging, dining & more.
- Helps visitors plan their trips before AND during their stay.
Reserve your ad now to lock in discounted rates and secure premium placement. Space is limited and fills fast. Contact Sebrina.Williams@MilesPartnership.com or 773-616-8176 to learn more and reserve your spot.
St Cloud Welcome Center Accepting Visitor Guide Deliveries
Explore Minnesota is working in partnership with Visit St. Cloud to service the St. Cloud Welcome Center, and we pleased to announce that brochure deliveries are once again being accepted at this location.
Before shipping, please email Visit St Cloud directly info@visitstcloud.com, to determine their quantity needs.
If you have any questions or need further assistance, please contact Julie Ramer, Explore Minnesota Welcome Centers Network Supervisor, at julie.ramer@state.mn.us or 651-539-5105.
U of M Tourism Center Agritourism Case Studies Available
The University of Minnesota Tourism Center is excited to share a series of case studies about on-farm experiences. The case studies were created in response to Minnesota farmers' and producers' interest in creating on-farm experiences for their customers. Thank you to the four farmers who were interviewed in fall 2024; the case studies would not have been possible without their generous sharing of time and insights.
Click here to access the landing page, which includes direct links to the three case studies.
Sign Up for DNR’s Fall Colors Newsletter
Minnesota state park reservations can be made up to 120 days in advance. That window now stretches into October.
Plan your fall colors trip today—sites book fast. And don't forget to sign up for the Fall Colors newsletter. Each week, you'll get the latest Minnesota Fall Color Finder Map sent straight to your inbox—the perfect tool for planning a weekend of leaf peeping.
Upcoming Industry Webinars
- Miles Partnership and Future Partners, Technology Trends, Powered by the State of the American Traveler, June 24, 2 p.m. CST
- CVENT, Mid-Year Trends: What’s Working (and What’s Not) in 2025, June 25, 10 a.m. CST
- Meltwater, From Story to Strategy: Why the Most Impactful Brands Lead with Narrative, June 25, noon CST
- On24, Webinars That Work: How Demandbase Drives Results with ON24, June 25, 1 p.m. CST
- Granicus, From Clicks to Conversion – Let’s Talk Texting, June 26, noon, CST
- Prismic, AI Agents: Your New Digital Team Scaling the Future of Marketing, June 26, 1 p.m. CST
- Distributed to thousands of active travel planners.
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June 9, 2025
Swimming at Loon Lake / Photo Credit: Micah Kvidt Application Period for the 2026 Tourism Grant Closing June 20
Eligible organizations may apply for grant funding under Explore Minnesota’s FY2026 Tourism Grant Program until June 20, 2025, at 4 p.m. CST, or until all funds have been allocated.
Applications will only be accepted electronically, via email at emtgrant@state.mn.us. Grant applications will be reviewed in the order they are received in the electronic queue. Applying for a grant award does not guarantee funding. Applications will be reviewed for application completeness, and organization and project eligibility according to the FY2026 Tourism Grant Guidelines.
View the Grant Guidelines, Application, FAQ’s and informational webinar online.
Contact your regional industry relations representative with questions.
Last Chance for FY25 Co-op Advertising Opportunities
Explore Minnesota's FY25 co-op program is coming to a close at the end of June, but a few are still available in all categories.
Digital programs with packages available include contextual content advertising, multicultural and diversity-targeted advertising, repeat visitor targeting, and travel intent advertising.
If you’re looking to run some digital out-of-home, or DOOH, check out our digital billboards program, available in three key markets, or our Mall of America program, which gives you the option of vertical digital displays or ads on their digital directories.
TV and video programs are still available, including targeted TV and customized streaming programs with Comcast advertising and video card advertising through Travel Spike’s exclusive premium travel network.
One print program is still available in MSP Magazine, which will have an Explore Minnesota section in the Sept. issue, with a space deadline on June 13.
Learn more about FY25 Explore Minnesota Advertising Co-ops.
Add Your Disability Pride Month Celebrations to ExploreMinnesota.com
Celebrate Disability Pride Month in the month of July by adding your Disability Pride Events to Exploreminnesota.com. To have your event considered for inclusion in various Explore Minnesota communications, log into the Explore Minnesota extranet to update or create new listings for your Disability Pride Month events and celebrations by June 27. Please note that submitting an image with your event listing increases the likelihood that your event will be featured in Explore Minnesota communications.
For technical assistance, contact our extranet team at tourism@state.mn.us.
Update your listing on the Explore Minnesota extranet.
Apply Now to Host 2026 Governor's Pheasant Hunting Opener
Apply now to host the 2026 Minnesota Governor's Pheasant Hunting Opener (GPHO). We are seeking proposals to host the GPHO event on Oct. 9-10, 2026. This event is held annually and is coordinated by Explore Minnesota, the Minnesota Department of Natural Resources (DNR), and a host community/tourism organization.
Through several high-visibility events specifically for outdoor and general media, the Minnesota Governor's Pheasant Opener helps elevate visitor awareness of the host community and creates a lasting local impact. Submit your proposal by Aug. 15, 2025, for consideration.
For more information about the Governor's Pheasant Hunting Opener, please contact Lisa Havelka at 507-389-2683 or lisa.havelka@state.mn.us.
Boost Your Destination Awareness with Sponsored Newsletter Ads
Reach up to 165,000 eager travelers through Explore Minnesota’s revamped tourism email lists. With an average 18% increase in engagement since a redesign launch this winter and click rates that exceed industry standards, these newsletters are reaching the right audience. The creative for our ads is entirely DMO-driven, making it easy to spotlight your upcoming events, seasonal highlights and key initiatives. Flexible ad options are available to align with any campaign goals and budget. Contact sebrina.williams@milespartnership.com at Miles Partnership for more information and to reserve your newsletter ad.
Stock Up On 2025 Explore Minnesota Travel Guides for Summer
Destination Marketing Organizations (DMOs), businesses and organizations can feature the Explore Minnesota Travel Guide for their visitor services needs, guest rooms, lobbies or at check-in desks. You can request bulk quantities of our guide at no cost! We invite businesses, organizations and DMOs to submit requests for bulk orders. There are 40 guides per box.
Sign Up for the Tourism Center New Agritourism Newsletter
The University of Minnesota Tourism Center is excited to launch a quarterly agritourism newsletter, in collaboration with its partners across the state. The newsletter is for anyone involved in or curious about agritourism: current and aspiring hosts, tourism partners, agricultural professionals, local officials, and anyone else at the crossroads of Minnesota agriculture and tourism.
In each issue, you’ll find practical tips and how-tos for running a successful agritourism operation, policy and regulation updates, tools and resources, events and networking opportunities, and insights and stories from other Minnesota farms.
Read the first issue online and sign up for the monthly Agritourism Newsletter.
Register Now for CenStates Conference
The 2025 TTRA CenStates Chapter Conference will be held in Ann Arbor, Michigan, from Oct. 22 to 24. The agenda is packed with groundbreaking sessions that will help elevate your tourism research.
Networking sessions with industry leaders and vendors for participants to share ideas and discuss challenges. Discover the potential for your tourism business and learn how to gain valuable insights and make informed decisions. Early bird registration rates end Aug. 8.
Learn more and register online.
Upcoming Industry Webinars
- ON24, Keys to Driving Webinar and Virtual Event Registration, June 10, 1 p.m. CST
- Madden Media, Code Switching: The Secret to Modern Marketing, June 11 a.m. CST
- MarketingProfs, Your B2B GPS: Recalculating Routes to Revenue, June 13, 11 a.m. CST
- Miles Partnership and Future Partners, Technology Trends, Powered by the State of the American Traveler, June 24, 2 p.m. CST
- CVENT, Mid-Year Trends: What’s Working (and What’s Not) in 2025, June 25, 10 a.m. CST
- Meltwater, From Story to Strategy: Why the Most Impactful Brands Lead with Narrative, June 25, noon CST
- ON24, Keys to Driving Webinar and Virtual Event Registration, June 10, 1 p.m. CST
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June 2, 2025
Summer at Downtown Saint Paul Farmers Market, St. Paul / Photo Credit: MN Grown Explore Minnesota Launches First Resident Retention Pilot
The pull to leave in your early 20s can be powerful, but so can the right reasons to stay. That’s why, last month, Explore Minnesota launched a pilot initiative to uncover what messages resonate most with recent grads and young professionals—and what might inspire them to build a future right here in Minnesota.
With a digital-first focus, the Resident Retention pilot targets 20–25-year-olds with unique ads on TikTok, Snapchat, Instagram, and YouTube channels and digital out-of-home geo-targeting around Minnesota colleges and universities. The pilot also features digital partnerships with Gen Z-targeted publications, like Bustle and Elite Daily.
As part of the pilot, the Explore Minnesota team also launched a new landing page highlighting why young professionals can find lifetime opportunities in Minnesota. Results from the pilot will be available in late summer 2025. This project is an example of livability marketing, and part of Explore Minnesota for Business, an initiative funded by the legislature in FY24-FY25.
Check out the new page at www.exploreminnesota.com/build-your-life-in-Minnesota.
The Importance and Implementation of Digital Accessibility Webinar Recording Available
In case you missed last week’s Continuing Education webinar, The Importance and Implementation of Digital Accessibility, the recording is now available.
In this webinar, Miles Partnership explains digital accessibility and its existing legal requirements, along with actionable steps your organization can take to ensure your website is accessible to those with disabilities. From guidelines to testing, this webinar reviews techniques and tools to help you navigate the world of digital accessibility.
This webinar wraps up our spring Continuing Education Series. Watch Industry News for more information on the dates of our fall sessions in September, October and November.
Watch all of the spring Continuing Education webinars online.
Reminder 2026 Tourism Grant Applications Closing Soon
As a reminder, there is less than a month remaining to apply for a 2026 Tourism Grant from Explore Minnesota. Eligible organizations may apply to request grant funding until June 20, 2025, at 4 p.m. CST or when all funds have been allocated.
Applications will only be accepted electronically via email at emtgrant@state.mn.us. Grants will be awarded based on application review and acceptance in order they are received in the electronic queue. Please note that this mailbox is for applications and reconciliation only and is not monitored for questions.
Applications must include:
- Complete and adequate responses to the application and budget worksheet
- Authorized Representative Signature (handwritten or PDF digital ID)
- IRS form 990
- Secretary of State incorporation statement
- Project Summary Worksheet
- Budget Worksheet
View the Grant Guidelines, Application, FAQ’s and informational webinar online.
Reminder FY25 Co-op Opportunities Still Available
Explore Minnesota FY25 co-op programs are still available in all categories until the end of June.
Digital programs with packages available include contextual content advertising, multicultural and diversity-targeted advertising, repeat visitor targeting, and travel intent advertising.
If you’re looking to run some digital out-of-home, or DOOH, check out our digital billboards program, available in three key markets, or our Mall of America program, which gives you the option of vertical digital displays or ads on their digital directories.
TV and video programs are still available, including targeted TV and customized streaming programs with Comcast advertising and video card advertising through Travel Spike’s exclusive premium travel network.
One print program is still available in MSP Magazine, which will have an Explore Minnesota section in the Sept. issue, with a space deadline on June 13.
Learn more about FY25 Explore Minnesota Advertising Co-ops.
Submit your Travel Guide Order and Check out New Content
We feel customers enjoy reading up on the “best state ever,” so why not provide free travel guides at your location? Destination Marketing Organizations (DMOs), businesses and organizations can feature the Explore Minnesota Travel Guide for their visitor services needs, guest rooms, lobbies or at check-in desks. You can request bulk quantities of our guide at no cost! We invite businesses, organizations and DMOs to submit requests for bulk orders. There are 40 guides per box.
In the meantime, Explore Minnesota is in the process of developing a 2026 travel guide, and we can’t wait to introduce this coming winter. For now, you can find one of our latest Star of the North itineraries on our website: What to Do on a Music-Oriented Trip to Minneapolis. Several of our recent itineraries feature video components and provide even more in-depth experiences and personality.
Advertise in the 2026 Explore Minnesota Travel Guide
Do you want to put your destination and businesses on the map—literally? Advertising is now open for the 2026 Explore Minnesota Travel Guide, the official travel resource reaching audiences across the U.S. and beyond.
Why it matters:
- Distributed to thousands of active travel planners.
- Showcases the best of Minnesota’s attractions, lodging, dining & more.
- Helps visitors plan their trips before AND during their stay.
Reserve your ad now to lock in discounted rates and secure premium placement. Space is limited and fills fast.Contact Sebrina.Williams@MilesPartnership.com or 773-616-8176 to learn more and reserve your spot.
New Products Available in the Star of the North Shop
We’ve introduced more styles and designs to the Explore Minnesota Star of the North Shop. From the Driftless Area to Voyageurs and all of your Star of the North essentials, check out new merch and watch for new additions throughout the year.
All profits earned from the shop go back into our mission to help communicate that Minnesota is the best state for travel, quality of life, and economic opportunity.
Learn about the Outdoors this Summer through Minnesota DNR Webinars
Registration for the Minnesota Outdoor Skills and Stewardship Series is now open for the summer. New webinars focus on topics that will appeal to people interested in nature, including anglers and hunters. The live webinars are at noon on Wednesdays, starting June 18 through Aug. 27 and last an hour or less.
Webinars on walleye genetics, buckthorn management, and fish dubbed “living fossils” like gar and paddlefish will be among the outdoor topics covered. All webinars are live-captioned and free of cost; pre-registration is required. Recorded webinars are posted for those who can’t attend the live event. Episode descriptions, registration information and a robust webinar archive are available on the Minnesota DNR website.
For other education and learning opportunities from the Minnesota DNR, including boat and water safety, hunter education, firearms safety, natural resources education, and recreational vehicle safety, visit the Minnesota DNR education and safety training page.
Upcoming Industry Webinars
- Goldcast, How to Create Content that Sparks Conversation, June 5, 1 p.m. CST
- Acoustic, A Marketer's Guide to Customer Journey Orchestration , June 10, 1 p.m. CST
- MarketingProfs, Your B2B GPS: Recalculating Routes to Revenue, June 13, 11 a.m. CST
- CVENT, Mid-Year Trends: What’s Working (and What’s Not) in 2025, June 25, 10 a.m. CST
- Complete and adequate responses to the application and budget worksheet
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May 27, 2025
Minneapolis Nature in the City Exhibit at Kroening Interpretive Center in North Mississippi Regional Park, Minneapolis / Photo Credit: Minneapolis Parks Attend the Importance and Implementation of Digital Accessibility Webinar This Week
Join Explore Minnesota and August Erickson from Miles Partnership for the next Continuing Education Webinar, The Importance and Implementation of Digital Accessibility, this week on Thurs. May 29, at 11 a.m. CST.
In this webinar, August will explain digital accessibility and its existing legal requirements, along with actionable steps your organization can take to ensure your website is accessible to those with disabilities. From guidelines to testing, we will review techniques and tools to help you navigate the world of digital accessibility.
Add Your Fourth of July Celebrations and Fireworks Displays to ExploreMinnesota.com
Summer celebrations are beginning, and now is the time to add your Fourth of July Celebrations and Fireworks Displays to ExploreMinnesota.com to have your event considered for inclusion in various Explore Minnesota communications.
Please log into the Explore Minnesota extranet to update or create new listings for your Fourth of July events by May 30. Note that submitting an image with your event listing increases the likelihood that your event will be featured in an upcoming newsletter or social media post.
For technical assistance, contact our extranet team at tourism@state.mn.us.
Update your listing on the Explore Minnesota extranet.
Secure Your Spot with FY25 Co-op Opportunities Still Available
While only one month remains in the current state fiscal year, co-op programs are still available in all categories.
Digital programs with packages available include contextual content advertising, multicultural and diversity-targeted advertising, repeat visitor targeting, and travel intent advertising.
If you’re looking to run some digital out-of-home, or DOOH, check out our digital billboards program, available in three key markets, or our Mall of America program, which gives you the option of vertical digital displays or ads on their digital directories.
TV and video programs are still available, including targeted TV and customized streaming programs with Comcast advertising and video card advertising through Travel Spike’s exclusive premium travel network.
One print program is still available in MSP Magazine, which will have an Explore Minnesota section in the Sept. issue, with a space deadline on June 13.
Learn more about Explore Minnesota Advertising Co-ops.
Boost Your Destination Awareness with Sponsored Newsletter Ads
Reach up to 165,000 eager travelers through Explore Minnesota’s revamped tourism email lists. With an average 18% increase in engagement since launch this winter and click rates that exceed industry standards, these newsletters are reaching the right audience. The creative for our ads is entirely DMO-driven, making it easy to spotlight your upcoming events, seasonal highlights and key initiatives. Flexible ad options are available to align with any campaign goals and budget. Contact sebrina.williams@milespartnership.com at Miles Partnership for more information and to reserve your newsletter ad.
St Cloud Welcome Center Accepting Visitor Guide Deliveries
Explore Minnesota is working in partnership with Visit St. Cloud and is pleased to announce that the St. Cloud Welcome Center can now accept brochure deliveries.
Before shipping, please email Visit St Cloud directly info@visitstcloud.com, to determine their quantity needs.
If you have any questions or need further assistance, please contact Julie Ramer, Explore Minnesota Welcome Centers Network Supervisor, at julie.ramer@state.mn.us or 651-539-5105.
April Accommodations Performance Metrics Mostly Down
In April 2025, Minnesota and Minneapolis-St. Paul metro area key hotel performance metrics were mostly down year-over-year (YoY) relative to April 2024. At the state-level, hotel occupancy decreased slightly, while metro occupancy increased. Revenue per available room (RevPAR) and average daily rate (ADR) metrics decreased for the state and metro.
At the state level, monthly hotel occupancy decreased .6% YoY to 54.9%, ADR decreased 1.9% YoY to $123.86 and RevPAR decreased 2.5% YoY to $67.94. For reference, in April, the total U.S. average occupancy was 63.9%, ADR was $161.28 and RevPAR was $103.11.
For the Minneapolis-Saint Paul area, April hotel occupancy increased 2.7% YoY to 60.9%, ADR decreased 2.9% YoY to $127.66 and RevPAR decreased .3% YoY to $77.738. In April, the average Top U.S. 25 U.S. Market hotel occupancy was 71.2%, ADR was $196.62 and RevPAR was $139.92.
New International Travel & Canadian Inbound Travel Trends Report Now Available
Explore Minnesota monitors international travel research and data to track segment health and origin market trends. As the national conversation around declining international sentiment and travel to the U.S. evolves, we want to better understand state-specific international travel dynamics.
A review of state-specific data sources confirms that declining sentiment towards the U.S. is impacting international travel to our state. While Minnesota’s international arrivals grew by 8% in 2024, they are expected to decrease by 13% in 2025.
More than half of Minnesota’s international visitors come from Canada. In the first four months of 2025, Canadian travelers arriving in Minnesota by air and land were down 3.5% relative to 2024. In the recent industry survey, more than 60% of participating Minnesota L&H businesses and DMOs reported they expect summer 2025 business activity from Canadian travelers to be down relative to summer 2024. However, it is important to note that many businesses reported that Canadian travelers either do not frequent their businesses or comprise a small share of their customer base.
This summer, some Minnesota tourism and hospitality businesses anticipate a meaningful decline in Canadian and other international visitation and spending. However, our industry may more likely be impacted by domestic travel trends. As we move into the critical summer travel season, Explore Minnesota will continue to monitor U.S. international and domestic travel activity and conduct additional surveys to gain perspective on Minnesota travel.
View the full report.
Travelers Prioritizing Personal Connection and Outdoor Recreation This Summer
In the May 2025 Longwoods International survey, 92% of U.S. leisure travelers reported having travel plans within the next six months. The economy continues to impact travel decisions, with 31% reporting that inflation, airfare prices and their personal financial situation will “greatly impact” their travel decisions. Gas prices are less of a concern, with 23% reporting that it will “greatly impact” their upcoming travel plans. Compared to last summer, most Americans (53%) plan to spend about the same amount of money as last summer. In comparison, 25% of U.S. travelers plan to spend more and 22% plan to spend less.
Other survey questions focused on trip activities and destinations. Leisure travelers reported a preference for personal connection and outdoor relaxation. They are prioritizing trips to friends and family (47%), beach trips (44%) and road trips (40%). When asked about trip destinations, the share of travelers who say they are very likely to travel for an international leisure trip in the next 12 months has decreased 7% since January. Specifically, 30% of travelers said the current administration is influencing them to change their Canada travel plans.
For more research findings, review the full report.
Visit Duluth Opening for Executive Director
Visit Duluth is seeking a driven, accountable and innovative professional to serve as the new Executive Director.
Visit Duluth, the city’s convention and visitor’s bureau, which is Duluth’s only officially recognized destination marketing organization. Chartered in 1935 as a non-profit corporation, we represent over 400 businesses that makeup Duluth’s tourism, sports, and B2B event industry. We are dedicated to promoting the area as one of America’s great vacation and meeting destinations while providing comprehensive, unbiased information to all travelers.
The Executive Director is responsible for the growth of leisure tourism, meetings and conventions, business segments by development and executing effective marketing, sales and engagement strategies as well as providing strategic leadership and oversight of the organization in all aspects of its culture, operations and mission.
If interested in learning more about this great opportunity, please view the full position overview or use the link to apply.
Upcoming Industry Webinars
- Explore Minnesota and Miles Partnership, The Importance and Implementation of Digital Accessibility, May 29, 11 a.m. CST
- Meltwater, Top Marketing Trends to Bet on this Year, May 29, noon CST
- Iron Horse, Make Every Visit Count with Smart Website Personalization, May 29, 1 p.m. CST
- Goldcast, How to Create Content that Sparks Conversation, June 5, 1 p.m. CST
- MarketingProfs, Your B2B GPS: Recalculating Routes to Revenue, June 13, 11 a.m. CST
- CVENT, Mid-Year Trends: What’s Working (and What’s Not) in 2025, June 25, 10 a.m. CST
- Explore Minnesota and Miles Partnership, The Importance and Implementation of Digital Accessibility, May 29, 11 a.m. CST
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May 19, 2025
Fort Snelling, St. Paul / Photo Credit: Leslie Anderson Register Now for Continuing Education Webinar: The Importance and Implementation of Digital Accessibility
Join Explore Minnesota and August Erickson from Miles Partnership for the next Continuing Education Webinar,The Importance and Implementation of Digital Accessibility, on Thurs. May 29, at 11 a.m. CST.
In this webinar, August will explain digital accessibility and its existing legal requirements, along with actionable steps your organization can take to ensure your website is accessible to those with disabilities. From guidelines to testing, we will review techniques and tools to help you navigate the world of digital accessibility.
Add Your Fourth of July Celebrations and Fireworks Displays to ExploreMinnesota.com
Summer celebrations are beginning, and now is the time to add your Fourth of July Celebrations and Fireworks Displays to ExploreMinnesota.com to have your event considered for inclusion in various Explore Minnesota communications.
Please log into the Explore Minnesota extranet to update or create new listings for your Fourth of July events by May 30. Note that submitting an image with your event listing increases the likelihood that your event will be featured in an upcoming newsletter or social media post.
For technical assistance, contact our extranet team at tourism@state.mn.us.
Update your listing on the Explore Minnesota extranet.
Explore Minnesota Partners with Farm Aid
Farm Aid is heading to Minnesota for the first time for its 40th anniversary festival on Sept. 20th at Huntington Stadium, Minneapolis, launching a year-long celebration of four decades of impactful advocacy, historic cultural moments, and unforgettable music. An estimated attendance of 43,000 will include approximately 30 percent of attendees traveling from out of state.Farm Aid, Inc. is providing Explore Minnesota with a custom sponsorship with Farm Aid 40 that includes brand name/logo and content inclusion in festival announcements, a branded selfie spot, emails, website, a sponsored landing page, HOMEGROWN Concession menus, digital signage, event app, social media, and more. Explore Minnesota will provide travel guides and branded lanyards for staff and artists and will provide cross-promotion support through in-house newsletters and social media.
Farm Aid is a nonprofit organization founded by Willie Nelson, Neil Young, and John Mellencamp in 1985 to address the plight of American farmers. Farm Aid hosts an annual music and food festival that brings together artists, farmers, and food enthusiasts to celebrate family farms and raise funds for its work. Its primary goal is to support family farmers and build a more sustainable and equitable agricultural system. Farm Aid achieves this through various initiatives, including raising awareness, funding programs, promoting food from family farms, and advocating for fair farm policies.
If you have questions about the Farm Aid partnership, please contact Glori Woolley glori.wooley@state.mn.us or 651-757-1869.
View the FY25 Explore Minnesota Partnerships.
Explore Minnesota Partners with Chicago Tribune
In partnership with the Chicago Tribune, Explore Minnesota has scheduled full-page ads to run in the May (Midwest Travel) and September (Fall Travel) issues of Chicago Magazine, with 90,000 printed copies distributed to Chicago residents and visitors. Additionally, 30,600 Minnesota Travel Guides will be distributed with the Chicago Tribune on Sunday, May 25th, targeting affluent households.
The ad and publication insertion campaigns will provide excellent reach and engagement with travel enthusiasts within the Chicago area, a key market of Minnesota tourism, in efforts to extend awareness and inspire this audience to take a trip to Minnesota as they plan seasonal travel, thereby increasing tourism and website traffic to ExploreMinnesota.com.
If you have questions about the Chicago Tribune partnership, please contact Glori Woolley glori.wooley@state.mn.us or 651-757-1869.
View the FY25 Explore Minnesota Partnerships.
St Cloud Welcome Center Accepting Visitor Guide Deliveries
Explore Minnesota is working in partnership with Visit St. Cloud, and are pleased to announce that St. Cloud Welcome Center can accept brochure deliveries again.
Before shipping, please email Visit St Cloud directly info@visitstcloud.com, to determine their quantity needs.
If you have any questions or need further assistance, please contact Julie Ramer, Explore Minnesota Welcome Centers Network Supervisor, at julie.ramer@state.mn.us or 651-539-5105.
AAA Travel Forecast for Memorial Day Weekend
AAA projects 45.1 million people will travel at least 50 miles from home over the Memorial Day holiday period* from Thursday, May 22 to Monday, May 26. This year’s domestic travel forecast is an increase of 1.4 million travelers compared to last year and sets a new Memorial Day weekend record.
The previous record was set back in 2005 with 44 million people. Despite concerns over rising prices, many Americans say they’re taking advantage of the long holiday weekend to spend time with loved ones, even if the trips are closer to home.
Read the full press release online.
Nominations Being Accepted for the 40th Annual Governor’s International Trade Awards
The Minnesota Trade Office (MTO) at the Minnesota Department of Employment and Economic Development (DEED) is now accepting nominations for the 40th Annual Governor's International Trade Awards.
These prestigious awards, celebrating their 40th year in 2025, honor Minnesota companies that have shown exceptional growth and success in foreign markets. Any Minnesota-based company that exports manufactured goods, agricultural commodities/processed food or services in any industry, and large companies of over 500 employees in any industry that have not won an award in the last 10 years is eligible to apply.
Nominations for the Governor's International Trade Awards will be accepted until Friday, Aug. 15. Recipients will be recognized at an awards ceremony in early 2026.
Additional information, including nomination instructions and past winners, can be found on the Governor's International Trade Awards website.
Early-Bird Registration Deadline Approaching for UMCVB Fall Conference
Join industry professionals from across the Upper Midwest for three days of education, networking, and inspiration at the 28th Annual UMCVB Fall Conference, taking place Sept. 8-10, 2025, in Fox Cities, WI.
Secure your spot by May 31 to save $75 on your registration.
Learn more and register online.
Upcoming Industry Webinars
- Future Partners, The State of the International Traveler 2025, May 21, 2 p.m. CST.
- Explore Minnesota and Miles Partnership, The Importance and Implementation of Digital Accessibility, May 29, 11 a.m. CST
- Iron Horse, Make Every Visit Count with Smart Website Personalization, May 29, 1 p.m. CST
- Goldcast, How to Create Content that Sparks Conversation, June 5, 1 p.m. CST
- Future Partners, The State of the International Traveler 2025, May 21, 2 p.m. CST.
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May 12, 2025
Governor Walz at the 2025 Governor's Fishing Opener, Crosslake The 2025 Governor’s Fishing Opener Hosted in Crosslake
The 2025 Minnesota Governor's Fishing Opener took place May 9-10 in Crosslake. As a cross-agency initiative between Explore Minnesota, the Department of Natural Resources and the Governor’s office, the 77th event enjoyed fantastic weather and tight lines, culminating in fish caught!
Media guests from organizations across the state participated in the Media Row event at Manhattan Beach Lodge on Friday, with interviews ongoing from 6 a.m. – 10 a.m. Print, radio and television outlets were on hand to interview spokespeople from Explore Minnesota, MN DNR, the local community, Crosslake, and of course, Governor Tim Walz. A media recap report will be out later in the summer to capture the coverage that was produced.
Attendees at the event learned about the MN DNR's Get Out MORE projects, the history of the resort community in the area, an essential tourism product in the state with a significant economic impact, and the upcoming opening of the new National Loon Center facility.
The Governor and Lt. Governor joined anglers in Crosslake and cast their lines on the Whitefish Chain of Lakes. Saturday's fishing culminated with a shore lunch at the Army Corps Cross Lake Recreation Area.
New Winter 2024/2025 Travel Indicators Report Now Available
Explore Minnesota (EMN) regularly reviews and analyzes travel indicators to better understand tourism industry health. Minnesota travel indicators improved in winter 2024/2025 relative to winter 2023/2024. This year-over-year (YoY) upward trend makes sense, given last season’s unusual winter weather.
- Accommodations – In winter 2024/2025 state lodging performance metrics improved slightly YoY and metro area hotel key performance metrics varied from the prior winter. Minnesota’s average monthly occupancy percentage was 46%, ADR was $121 and RevPAR was $55.
- L&H employment – Between November 2024 and March 2025, Minnesota’s Leisure & Hospitality (L&H) average monthly industry employment increased .6% YoY to 258,823.
- Air passengers – In winter 2024/2025 the MSP average monthly passenger volume increased .7% YoY to 2,802,513.
- Minnesota comparison – Minnesota’s first quarter 2025 lodging demand (+2.2%) and air passengers (+2.6%) were up more YoY than the total U.S. relative, while Minnesota’s first quarter L&H jobs (+.1%) was up less than the total U.S.
Last Call for Early-Bird Deadline to Advertise in 2026 Explore Minnesota Travel Guide
Do you want to put your destination and businesses on the map—literally? Advertising is now open for the 2026 Explore Minnesota Travel Guide, the official travel resource reaching audiences across the U.S. and beyond.
Why it matters:
- Distributed to thousands of active travel planners.
- Showcases the best of Minnesota’s attractions, lodging, dining & more.
- Helps visitors plan their trips before AND during their stay.
Reserve your ad now to lock in discounted rates and secure premium placement - space is limited! The early-bird deadline is Friday, May 16.
Contact Sebrina.Williams@MilesPartnership.com or 773-616-8176 to learn more and reserve your spot.
Register for Continuing Education Webinar: The Importance and Implementation of Digital Accessibility
Join Explore Minnesota and August Erickson from Miles Partnership for the next Continuing Education Webinar, The Importance and Implementation of Digital Accessibility, on Thurs. May 29, at 11 a.m. CT.
In this webinar, August will explain digital accessibility and its existing legal requirements, along with actionable steps your organization can take to ensure your website is accessible to those with disabilities. From guidelines to testing, we will review techniques and tools to help you navigate the world of digital accessibility.
Applications for the FY2026 Grant Program Open – closing June 20
Eligible organizations may apply to request grant funding from the 2026 Tourism Grant until June 20, 2025, at 4 p.m. CST or until all funds have been allocated.
Applications will only be accepted electronically via email at emtgrant@state.mn.us. Grants will be awarded based on application review and acceptance in order they are received in the electronic queue.
The 2026 Tourism Grant webinar recording, grant guidelines, FAQ's and application are available on the tourism industry website.
Contact your regional industry relations representative with questions.
Become A Film Ready Community
Explore Minnesota Film is thrilled to announce that our new sizzle reel, Minnesota Film: Setting the Stage for Your Next Production, is now available on Vimeo. It’s already helping promote the incredible potential of filming in Minnesota.
Communities across the state are stepping up to become certified as Film Ready, and we invite you to join them. Explore Minnesota is covering the cost of Film Ambassador training for the first 20 participants.
Schedule a consultation with Sarah Gebeke to learn more about getting certified, the economic benefits of film production, and how your community can tap into the growing opportunity of film tourism. The deadline to be included in the first group launched on our website is July 1.
Upcoming Industry Webinars
- Hopper & HTS, Travel Spending in 2025: Strategies for the Changing Consumer Mindset, May 13, 9 a.m. CST
- Oxford Economics, Canada Outlook Webinar: Trump’s Trade War will Plunge Canada into Recession, May 13, 10 a.m. CST
- On24, 10 Common Webinar Mistakes to Avoid in 2025, May 13, 1 p.m. CST
- Future Partners, The State of the American Traveler Survey Findings for May 2025, May 14, 10 a.m. CST
- MRPC, Partnerships and Visibility Along the Great River Road, May 14 at 3 p.m. or May 15, at 9 a.m. CST
- Miles Partnership, Harnessing the Power of AI, May 15, 2 p.m. CST
- Future Partners, The State of the International Traveler 2025, May 21, 2 p.m. CST.
- Explore Minnesota and Miles Partnership, The Importance and Implementation of Digital Accessibility, May 29, 11 a.m. CST
- Accommodations – In winter 2024/2025 state lodging performance metrics improved slightly YoY and metro area hotel key performance metrics varied from the prior winter. Minnesota’s average monthly occupancy percentage was 46%, ADR was $121 and RevPAR was $55.
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May 5, 2025
Cinco De Mayo Parade, Saint Paul / Photo Credit: Visit Saint Paul Reminder to Take Explore Minnesota’s Inbound Travel from Canada Survey
Explore Minnesota is interested in learning about the potential impacts of declining Canadian sentiment and travel. We invite tourism and hospitality-related businesses and destination marketing organizations across the state to complete a short survey focused on Canadian inbound travel.
The survey includes questions about Canadian travel business impacts in the first months of 2025 and any anticipated effects on the summer travel season. Destination Marketing Organizations (DMOs) and Convention and Visitors Bureau (CVB) representatives, please respond to this survey based on what you have heard from local businesses.
Aggregated survey data will be shared with key stakeholders and used to tell the story of Minnesota-specific international travel trends. Please contact Gretchen Nussbaum with questions and complete the survey by the end of the day on Friday, May 9.
Happy National Travel and Tourism Week
It’s National Travel and Tourism Week (NTTW) (May 4–10). Explore Minnesota is encouraging Minnesota's tourism industry to celebrate NTTW all week as we showcase our industry's role in fostering vibrant communities and powering a strong economy.
Travel is a driving force in the U.S. economy—generating $2.9 trillion in output, supporting 15 million job and contributing 2.5% of GDP. This week, we’re coming together to ensure policymakers, business leaders and the media know just how essential travel is to America’s economy, communities and global competitiveness.
Our NTTW toolkit includes resources such as a press release template, sample social media posts, Mayoral Proclamations and more. Participate in #NTTW25 and share the power of travel message.
View Explore Minnesota NTTW Toolkit.
May is American Indian Month
Minnesota recognizes May as American Indian Month. Throughout May we can all take time to learn about, celebrate, and recognize the rich cultural, artistic, and historical contributions of American Indians in Minnesota. Minnesota is home to 11 federally recognized Tribal Nations comprised of Anishinaabe/Ojibwe and Dakota peoples. The lands of Minnesota have great cultural significance to American Indian people that call this place home. All Tribes have unique cultures and histories and there are many great opportunities in May to learn more about them.
This is a wonderful opportunity to attend an event or open house and learn more about the resources and people in these organizations, their missions, and their contributions to our community. These events are open to the public and are a great way to learn and experience American Indian culture in a no pressure public setting.
Advertise in the 2026 Explore Minnesota Travel Guide
Do you want to put your destination and businesses on the map—literally? Advertising is now open for the 2026 Explore Minnesota Travel Guide, the official travel resource reaching audiences across the U.S. and beyond.
Why it matters:
- Distributed to thousands of active travel planners.
- Showcases the best of Minnesota’s attractions, lodging, dining & more.
- Helps visitors plan their trips before AND during their stay.
Reserve your ad now to lock in discounted rates and secure premium placement. Space is limited and fills fast. The early-bird deadline is May 16.
Contact Sebrina.Williams@MilesPartnership.com or 773-616-8176 to learn more and reserve your spot.
Register for Continuing Education Webinar: The Importance and Implementation of Digital Accessibility
Join Explore Minnesota and August Erickson from Miles Partnership for the next Continuing Education Webinar, The Importance and Implementation of Digital Accessibility, on Thurs. May 29, at 11 a.m. CST.
In this webinar, August will explain digital accessibility and its existing legal requirements, along with actionable steps your organization can take to ensure your website is accessible to those with disabilities. From guidelines to testing, we will review techniques and tools to help you navigate the world of digital accessibility.
Become A Film Ready Community by July 1
Explore Minnesota Film is thrilled to announce that our new sizzle reel, Minnesota Film: Setting the Stage for Your Next Production, is now available on Vimeo. It’s already helping promote the incredible potential of filming in Minnesota.
Communities across the state are stepping up to become certified as Film Ready, and we invite you to join them. Explore Minnesota is covering the cost of Film Ambassador training for the first 20 participants.
Schedule a consultation with Sarah Gebeke to learn more about getting certified, the economic benefits of film production, and how your community can tap into the growing opportunity of film tourism. The deadline to be included in the first group launched on our website is July 1.
Minnesota Featured in Emmy Award Nominated Production
Hope in the Water | PBS, produced by Intuitive Content and a recipient of the Minnesota Film Production Tax Credit, has been nominated for the 2025 News & Documentary Emmy Awards.
The “Farming the Water” Episode in collaboration with David E. Kelly, Andrew Zimmern and Martha Stewart features scallops in Maine, Indigenous kelp in Alaska and shrimp in Blomkest, Minnesota and Vietnam.
The winners will be announced in two ceremonies on June 25 and 26.
Nominations Being Accepted for the 40th Annual Governor’s International Trade Awards
The Minnesota Trade Office (MTO) at the Minnesota Department of Employment and Economic Development (DEED) is now accepting nominations for the 40th Annual Governor's International Trade Awards.
These prestigious awards, celebrating their 40th year in 2025, honor Minnesota companies that have shown exceptional growth and success in foreign markets. In addition to honoring individual recipients, the awards serve as a tribute to the importance and tremendous positive impact of international trade and foreign investment on the state's overall economy.
Any Minnesota-based company that exports manufactured goods, agricultural commodities/processed food or services in any industry, and large companies of over 500 employees in any industry that have not won an award in the last 10 years is eligible to apply.
Nominations for the Governor's International Trade Awards will be accepted until Friday, Aug. 15. Recipients will be recognized at an awards ceremony in early 2026.
Additional information, including nomination instructions and past winners, can be found on the Governor's International Trade Awards website.
Upcoming Industry Webinars
- Canto, Content Marketing Friday Forum, May 9, 10:30 a.m. CST
- Oxford Economics, Canada Outlook Webinar: Trump’s Trade War will Plunge Canada into Recession, May 13, 10 a.m. CST
- Future Partners, The State of the American Traveler Survey Findings for May 2025, May 14, 10 a.m. CST
- MRPC, Partnerships and Visibility Along the Great River Road, May 14 at 3 p.m. or May 15, at 9 a.m. CST
- Miles Partnership, Harnessing the Power of AI, May 15, 2 p.m. CST
- Future Partners, The State of the International Traveler 2025, May 21, 2 p.m. CST
- Explore Minnesota and Miles Partnership, The Importance and Implementation of Digital Accessibility, May 29, 11 a.m. CST
- Distributed to thousands of active travel planners.
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April 28, 2025
Kayakers on Mine Lakes Cuyuna at Country State Rec Area, Ironton / Photo Credit: Cuyuna Lakes Take Explore Minnesota’s Inbound Travel from Canada Survey
Explore Minnesota is interested in learning about the potential impacts of declining Canadian sentiment and travel. We invite tourism and hospitality-related businesses and destination marketing organizations across the state to complete a short survey focused on Canadian inbound travel.
The survey includes questions about Canadian travel business impacts in the first months of 2025 and any anticipated effects on the summer travel season. Destination Marketing Organizations (DMOs) and Convention and Visitors Bureau (CVB) representatives, please respond to this survey based on what you have heard from local businesses.
Aggregated survey data will be shared with key stakeholders and used to tell the story of Minnesota-specific international travel trends. Please contact Gretchen Nussbaum with questions and complete the survey by the end of the day on Friday, May 9.
Continuing Education Webinar Recording Now Available
In case you missed Explore Minnesota’s Continuing Education Series webinar on SEO and the Evolution of Search presented by Madden Media, the webinar recording is now available to view online.
Be sure to register for the next Continuing Education Webinar on Thurs. May 29, at 11 a.m. CST. Miles Partnership will join us to learn more about digital accessibility. A registration link to this webinar will be included in a future Industry News newsletter.
Explore Minnesota’s NTTW Toolkit Now Available
National Travel and Tourism Week (NTTW) is just around the corner, May 4–10. Since 1983, U.S. Travel has celebrated how travel fuels job creation, drives business growth and enhances the quality of life for millions of Americans. View U.S Travel’s 2025 NTTW Toolkit.
Explore Minnesota encourages Minnesota's tourism industry to celebrate NTTW as we showcase our industry's role in fostering vibrant communities and powering a strong economy. We have created a communications calendar with customizable assets (see below) for planning purposes. Travel and tourism in Minnesota is vital, powerful and indispensable.
Our toolkit includes resources such as a press release template, sample social media posts, Mayoral Proclamations and more. Participate in #NTTW25 and share the power of travel message.
View Explore Minnesota NTTW Toolkit.
Last Call to Apply to Host the 2026 Minnesota Governor’s Fishing Opener
Approaching its 78th year, the Minnesota Governor's Fishing Opener is an event established to promote Minnesota's natural resources, uphold our fishing heritage, and shine a media spotlight on the attractions and offerings in host communities.
Explore Minnesota is seeking a host community for the 2026 Minnesota Governor's Fishing Opener. This event requires significant host community involvement and has created substantial media exposure for previous host communities.
To apply to host the 2026 Minnesota Governor's Fishing Opener, please download the Request for Proposals and application. The submission deadline is Friday, May 2.
If you have inquiries, please contact Kari Brumback at 651-757-1849 or kari.brumback@state.mn.us.
Become a Film Ready Community
Explore Minnesota Film has launched the Film Ready program, designed to help communities become more appealing to film and television productions. The program offers guidance and resources to help welcome filmmakers to your community. With Minnesota's film industry driving millions in economic impact, the Film Ready program helps communities tap into this success.
Learn more about the Film Ready program and how your community can get involved, or watch the How to Attract Film Production to Your Community presentation.
Communities that complete the program will be recognized with a “Film Ready” designation, signaling to filmmakers that they are prepared to host production teams and contribute to Minnesota’s filmmaking economy.
For more information, contact Sarah Gebeke, Explore Minnesota Film mnfilm.tour@state.mn.us 651-757-1877.
DNR’s I Can! Programs Open for Summer Registration
Registration is now open for the Minnesota Department of Natural Resources’ summer 2025 I Can! outdoor recreation programs in Minnesota state parks and recreation areas.
I Can! is an award-winning series of outdoor recreation programs that help beginners learn outdoor skills in a state park setting. In addition to programs focused on the basics, there are programs for people ready to level up to a new activity like backpack camping, canoe camping or sea kayaking. Equipment is provided for all programs, allowing participants to try the activity without investing in gear.
For more information about any of the programs, including program dates, times, locations, fees and minimum age requirements, visit the I Can! on the DNR website https://mndnr.gov/ican.
DNR Now Taking Reservations for State Park Summer Tours
Three Minnesota state parks offer guided tours, giving participants opportunities to learn about fascinating features of the parks and the history behind them.
- Blue Mounds State Park in Luverne offers tours of the 530-acre bison range and the prairie landscape that supports the herd.
- Forestville/Mystery Cave State Parks in Preston has four types of cave tours to explore parts of Minnesota’s longest cave.
- Lake Vermilion-Soudan Underground Mine State Park in Soudan offers surface tours to learn about the mining industry and its impact on the state and beyond. Later in the summer, underground mine tours will resume.
Tour schedules, tour details and reservation information can be found on the state park tours website. Tour participants will also need a state park vehicle permit, which can be purchased at the same time the tour reservation is made, or at the ranger station upon arrival at the park.
Early-Bird Registration Deadline Approaching for UMCVB Fall Conference
Join industry professionals from across the Upper Midwest for three days of education, networking, and inspiration at the 28th Annual UMCVB Fall Conference, taking place Sept. 8-10, 2025, in Fox Cities, WI.
Secure your spot by May 31 to save $75 on your registration.
Learn more and register online.
Upcoming Industry Webinars
- Meltwater, AI-Powered PR: Transforming Media Strategy for the Digital Age, April 29, noon CST
- Advance Travel and Tourism, Boost Bookings with AI, May 1, 11 a.m. CST
- Canto, Content Marketing Friday Forum, May 9, 10:30 a.m. CST
- Future Partners, The State of the American Traveler Survey Findings for May 2025, May 14, 10 a.m. CST
- MRPC, Partnerships and Visibility Along the Great River Road, May 14 at 3 p.m. or May 15, at 9 a.m. CST
- Miles Partnership, Harnessing the Power of AI, May 15, 2 p.m. CST
- Blue Mounds State Park in Luverne offers tours of the 530-acre bison range and the prairie landscape that supports the herd.
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April 21, 2025
Detroit Lakes Trolls / Photo Credit: Visit Detroit Lakes 2026 Tourism Grant Applications Open Today
The 2026 Tourism Grant webinar recording, grant guidelines, FAQ's and application are available on the tourism industry website.
Eligible organizations may apply to request grant funding beginning Monday, April 21, 2025, at 9 a.m. CST. The solicitation of applications will close on June 20, 2025, at 4 p.m. CST or when all funds have been allocated.
Applications will only be accepted electronically via email at emtgrant@state.mn.us. Grants will be awarded based on application review and acceptance in order they are received in the electronic queue.
Contact your regional industry relations representative with questions.
Register Now for Continuing Education Webinar: SEO and the Evolution of Search
Register for tomorrow’s Continuing Education Series webinar on Tuesday, April 22, at 11 a.m. Madden Media will present SEO and the Evolution of Search.
Organic Search is constantly changing thanks to shifts in user behavior and new technologies. From Google's AI Overviews to voice search and AI Mode, SEO expert Dylan Scacchetti will dive into SEO and GEO trends, impacts and strategies to help your destination or business navigate the changing landscape of organic search.
Early Bird Deadline Extended for 2026 Explore Minnesota Travel Guide
Do you want to put your destination and businesses on the map—literally? Advertising spots are now open for the 2026 Explore Minnesota Travel Guide, the official travel resource reaching audiences across the U.S. and beyond.
Why it matters:
- Distributed to thousands of active travel planners.
- Showcases the best of Minnesota’s attractions, lodging, dining & more.
- Helps visitors plan their trips before AND during their stay.
Reserve your ad now to lock in discounted rates and secure premium placement. Space is limited and fills fast. The early-bird deadline has been extended to May 16.
Contact Sebrina.Williams@MilesPartnership.com or 773-616-8176 to learn more and reserve your spot.
Celebrate the Power of Travel During NTTW
National Travel and Tourism Week (NTTW) returns May 4-10, 2025, celebrating the power of travel to fuel economies, strengthen communities and connect America. Since 1983, NTTW has celebrated how travel fuels job creation, drives business growth and enhances the quality of life for millions of Americans.
View U.S Travel’s 2025 NTTW Toolkit:
- Industry Datasheet
- Messaging and Social Media Guide
- Sample Press Release
- Brand Guidelines
- Sample Proclamation
Check the tourism industry website later this week for Explore Minnesota’s industry toolkit to help you participate in #NTTW25 and share the power of travel message.
Mark Your Calendar for Free Park Day on April 26
Mark your calendar for free admission to Minnesota State Parks on Saturday, April 26. On that date, there is no vehicle permit needed to explore Minnesota State Parks.
Learn more and plan your adventure today.
March Accommodations Performance Metrics Mixed
In March 2025, Minnesota and Minneapolis-St. Paul metro area key hotel performance metrics were mixed year over year (YoY) relative to March 2024. Occupancy increased slightly, while revenue per available room (RevPAR) and average daily rate (ADR) decreased.
At the state-level, monthly hotel occupancy increased .9% YoY to 49.7%, ADR decreased 2.1% YoY to $121.73 and RevPAR decreased 1.3% YoY to $60.54. For reference, in March, the total U.S. average occupancy was 63.6%, ADR was $161.78 and RevPAR was $102.89.
For the Minneapolis-Saint Paul area, March hotel occupancy increased .5% YoY to 55%, ADR decreased 4.6% YoY to $124.62 and RevPAR decreased 4.1% YoY to $68.58. In March, the average Top U.S. 25 U.S. Market hotel occupancy was 71.2%, ADR was $193.31 and RevPAR was $137.71.
Strong Desire to Travel Continues According to National Survey
Leisure travelers continued to show a strong desire to travel with 96% reporting travel plans in the next six months in the April Longwoods International Survey. This is up 6% from February and despite 55% of survey respondents reporting that inflation will greatly impact their travel decisions.
This survey round included several interesting one-time questions and key findings:
- 80% of U.S. travelers are aware of the May 7th REAL ID deadline. 51% have one.
- 53% of travelers say sustainable travel is somewhat to very important to them, but fewer travelers are acting on it.
- 60% of travelers say supporting local businesses and community projects is important.
- A third of travelers are seeing an increased cost of living/housing affordability and traffic congestion in their own communities. However, 25% say that tourism attracts new residents and businesses and improves their quality of life.
For more research findings and trends review Traveler Sentiment Study Wave 95.
Upcoming Industry Webinars
- Explore Minnesota and Madden Media, SEO and the Evolution of Search, April 22, 11 a.m. CST
- Ortto, Beyond Legacy: The Future of Enterprise Marketing Automation, April 24, 1 p.m. CST
- Civitas and Miles Partnership, Funding Futures 2025, April 24, 2 p.m. CST
- Meltwater, AI-Powered PR: Transforming Media Strategy for the Digital Age, April 29, noon CST
- Advance Travel and Tourism, Boost Bookings with AI, May 1, 11 a.m. CST
- Canto, Content Marketing Friday Forum, May 9, 10:30 a.m. CST
- Distributed to thousands of active travel planners.
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April 14, 2025
Goose Gang Toys, Perham / Photo Credit: Kvidt Creative Join Explore Minnesota’s Virtual Director’s Forum on Tuesday
Join Explore Minnesota’s Virtual Executive Director’s Forum tomorrow, Tuesday, April 15, at 2 p.m.
This meeting is an opportunity for industry stakeholders to engage with Explore Minnesota staff and discuss various topics, including current issues and conditions affecting the industry, industry advocacy, and the legislative session.
Questions? Please contact Marya Barsanti, Executive Aide, Explore Minnesota, marya.e.barsanti@state.mn.us.
Add to your calendar or click here to join the meeting.
Attend FY26 Tourism Marketing Grant Webinar this Week
Register now for an informational overview about the FY26 Tourism Marketing Grant Program on Wednesday, April 16 at 11 a.m.
The FY26 Tourism Marketing Grant Program provides funding to support tourism marketing campaigns and initiatives of primary Destination Marketing Organizations (DMOs) for the economic benefit of their communities. Eligible organizations may apply to request grant funding beginning Monday, April 21, 2025, at 9 a.m.
Register here for this Zoom webinar.
Take the Explore Minnesota Co-op Program Survey
It is co-op planning season at Explore Minnesota. As we look ahead to our fiscal year 2026, we're looking for feedback on FY25 co-ops and suggestions for the FY26 program
The survey is an important part of the co-op planning process; we want to provide programs that fit best with your marketing goals and budget. Was there a particular program you found successful? Is there a category of programs or certain vendors we should consider working with? Tell us now by taking the co-op survey.
Star of the North™ Niche Campaigns Begin
In addition to the launch of Explore Minnesota’s general spring campaign, three “niche” campaigns begin today, targeting travelers nationwide.
These niche campaigns include:
- Lake Life
- State and National Parks
- Food & Drink/Live Music
We have secured exciting content partnerships with National Geographic, Smithsonian, Food & Wine, Travel + Leisure, and a web-section partnership with Rolling Stone for these campaigns.
Visit the Industry website for more campaign info.
Register Now for Continuing Education Webinar: SEO and the Evolution of Search
Registration is open for the next Continuing Education Series webinar on Tues. April 22 at 11 a.m. Madden Media will present SEO and the Evolution of Search.
Organic Search is constantly changing thanks to shifts in user behavior and new technologies. From Google's AI Overviews to voice search and AI Mode, SEO expert Dylan Scacchetti will dive into SEO and GEO trends, impacts and strategies to help your destination or business navigate the changing landscape of organic search.
Last Call for Early Bird Deadline for 2026 Explore Minnesota Travel Guide
Do you want to put your destination and businesses on the map—literally? Advertising spots are now open for the 2026 Explore Minnesota Travel Guide, the official travel resource reaching audiences across the U.S. and beyond.
Why it matters:
- Distributed to thousands of active travel planners.
- Showcases the best of Minnesota’s attractions, lodging, dining & more.
- Helps visitors plan their trips before AND during their stay.
Reserve your ad now to lock in discounted rates and secure premium placement. Space is limited and fills fast. The early-bird deadline is April 18.
Contact Sebrina.Williams@MilesPartnership.com or 773-616-8176 to learn more and reserve your spot.
Brand USA India Sales Mission Tour Operator List and Notes Now Available
For the first time, Explore Minnesota participated in the Brand USA India Sales Mission, which took place from Jan. 17 to 24, in Hyderabad, India. We conducted 1:1 meetings with 72 Indian tour operators invited by Brand USA.
Minnesota is mostly unknown to the Indian travel trade, who are currently sending travelers to the East and West coasts. However, this quickly developing market shows future potential for Minnesota and the region. India recently jumped to the top spot for international arrivals to Minnesota and the U.S.. Data and research show that a majority of Indians travel to Minnesota for higher education and business and to visit friends and family.
This sales mission allowed us to build relationships and educate people about the state’s tourist attractions, unique destinations, and culture. To discuss the India market or request the contact list and notes from this sales mission, contact Jen Schak, Market Development Manager, at jennifer.schak@state.mn.us.
Tell Us What You are Doing for National Travel and Tourism Week
National Travel and Tourism Week (NTTW) returns May 4-10, 2025, focusing on the power of travel to our national and statewide economies, hospitality and tourism workforce and benefits to communities. Since 1983, NTTW has celebrated how travel fuels job creation, drives business growth and enhances the quality of life for millions of Americans.
Tell us what you are doing for National Travel and Tourism Week; email us at questions.exploreminnesota@state.mn.us. Watch Industry News for Explore Minnesota’s industry toolkit to help you participate in NTTW25 and share the power of travel message.
U.S. International Inbound Travel Declining
Last week, Tourism Economics shared data confirming a decline in international travel to the U.S.. Research findings align with their March 27 revised forecast for a 9.4% decline in 2025 international visitor arrivals.
Notable for Minnesota’s travel industry, in March 2025 Canadians returning from visits to the U.S. by land declined by 31% compared to March 2024. In February, year over year, Canadian land returns from U.S. visits declined by 23%.
Nationally, overseas visitor arrivals to the U.S. fell 11.6% in March. Visits from Western Europe were down 17.2%, with Germany falling 28.2% and the UK by 14.3%. Both of these countries issued updated travel advisories to the U.S. in March.
International sentiment towards the U.S. and travel volatility are likely to continue in the coming months.
For more insights, see the full report.
Registration Now Open for the 27th Annual American Indigenous Tourism Conference
Registration is now open for the 27th Annual American Indigenous Tourism Conference (AITC), which will be held on the tribal homelands of the Mississippi Band of Choctaw Indians from Oct. 27- 30 at Pearl River Resort in Choctaw, Mississippi and organized by the American Indian Alaska Native Tourism Association (AIANTA).
Upcoming Industry Webinars
- Explore Minnesota, Virtual Director’s Forum, April 15, 2 p.m. CST
- Explore Minnesota, FY26 Tourism Marketing Grant Overview, April 16, 11 a.m. CST
- Nature Resource Center, Nature Access for Older Adults with Specific Needs, April 17, 1 p.m. CST
- Explore Minnesota and Madden Media, SEO and the Evolution of Search, April 22, 11 a.m. CST
- Ortto, Beyond Legacy: The Future of Enterprise Marketing Automation, April 24, 1 p.m. CST
- Civitas and Miles Partnership, Funding Futures 2025, April 24, 2 p.m. CST
- Lake Life
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April 7, 2025
Hennepin Ave Bridge and Grain Belt sign, Minneapolis / Photo Credit: Greg Lundgren Save the Date for Explore Minnesota’s Virtual Director’s Forum
Join Explore Minnesota’s Virtual Executive Director’s Forum on Tuesday, April 15, at 2 p.m. CST.
This meeting is an opportunity for industry stakeholders to engage with Explore Minnesota staff and discuss various topics, including current issues and conditions affecting the industry, industry advocacy, and the legislative session.
Questions? Please contact Marya Barsanti, Executive Aide, Explore Minnesota, marya.e.barsanti@state.mn.us.
Add to your calendar or click here to join the meeting.
Register Now for FY26 Tourism Marketing Grant Webinar
Save the date for an informational overview about the FY26 Tourism Marketing Grant Program on Wednesday, April 16 at 11 a.m. CST.
The FY26 Tourism Marketing Grant Program provides funding to support tourism marketing campaigns and initiatives of primary Destination Marketing Organizations (DMOs) for the economic benefit of their communities. Eligible organizations may apply to request grant funding beginning Monday, April 21, 2025, at 9 a.m. CST.
Register here for this Zoom webinar.
Register for Continuing Education Webinar: SEO and the Evolution of Search
Registration is open for the next Continuing Education Series webinar on Tues. April 22 at 11 a.m. CST where Madden Media will present SEO and the Evolution of Search.
Organic Search is constantly changing thanks to shifts in user behavior and new technologies. From Google's AI Overviews to voice search and AI Mode, SEO expert Dylan Scacchetti will dive into SEO and GEO trends, impacts and strategies to help your destination or business navigate the changing landscape of organic search.
Early Bird Deadline Approaching for 2026 Explore Minnesota Travel Guide
Do you want to put your destination and businesses on the map—literally? Advertising spots are now open for the 2026 Explore Minnesota Travel Guide, the official travel resource reaching audiences across the U.S. and beyond.
Why it matters:
- Distributed to thousands of active travel planners.
- Showcases the best of Minnesota’s attractions, lodging, dining & more.
- Helps visitors plan their trips before AND during their stay.
Reserve your ad now to lock in discounted rates and secure premium placement. Space is limited and fills fast. The early-bird deadline is April 18.
Contact Sebrina.Williams@MilesPartnership.com or 773-616-8176 to learn more and reserve your spot.
Explore Minnesota Market Development Attending Circle Wisconsin Marketplace
Explore Minnesota Market Development is attending Circle Wisconsin Marketplace meetings this week, April 6-8 in Dubuque, Iowa.
At this event, tour operators, travel planners, and suppliers looking to expand their Midwestern tour offerings meet with tour suppliers (DMOs, attractions, lodging facilities and the like) with approximately 30 prescheduled, six-minute appointments.
As part of its annual Circle Wisconsin membership, Explore Minnesota staff attends this event and provides a lead list to tourism partners. Watch Industry News for the lead list announcement. If you have questions, please contact Brenda Maas at brenda.maas@state.mn.us.
Register for Hospitality Minnesota Vendor Expo and Social
The Hospitality Minnesota Vendor Expo and Social will be held on Monday, April 14, at the Saint Paul RiverCentre.
Are you looking to grow your network, introduce your products and services, or reconnect with key decision-makers? This event allows you to meet, collaborate, and discover the latest innovations in the hospitality industry.
Register today to secure your spot.
Attend Strib Unbound: Outdoor Adventure for All
Join the Minnesota Star Tribune for a celebration of the state’s incredible outdoor recreation opportunities at the Strib Unbound: Outdoor Adventure For All on April 26 from 9 a.m. to 3 p.m. at Theodore Wirth Park Trailhead in Minneapolis.
The event will focus on non-motorized sports with an emphasis on biking, camping, hiking and paddling. Attendees can expect various activations related to these sports, presentations from the Minnesota Star Tribune's Outdoors team, camp cooking demos from local chefs, live music, and other engaging activities.
RSVP for future updates on schedule details, transportation, parking, and more.
Tell Us What You are Doing for National Travel and Tourism Week
National Travel and Tourism Week (NTTW) returns May 4-10, 2025, focusing on the power of travel to our national and statewide economies, hospitality and tourism workforce and benefits to communities. Since 1983, NTTW has celebrated how travel fuels job creation, drives business growth and enhances the quality of life for millions of Americans.
Tell us what you are doing for National Travel and Tourism Week; send us an email at: questions.exploreminnesota@state.mn.us. Watch Industry News for Explore Minnesota’s industry toolkit to help you participate in #NTTW25 and share the power of travel message.
Upcoming Industry Webinars
- On24, How to Empower Your Sales Teams to Convert More Webinar Leads, April 8, 1 p.m. CST
- Cvent, You and AI: Creating Personalized Event Experiences, April 10, 1 p.m. CST
- MarketingProfs, Website Optimization Friday Forum, April 11, 10:30 a.m. CST
- Explore Minnesota, Virtual Director’s Forum, April 15, 2 p.m. CST
- Explore Minnesota, FY26 Tourism Marketing Grant Overview, April 16, 11 a.m. CST
- Nature Resource Center, Nature Access for Older Adults with Specific Needs, April 17, 1 p.m. CST
- Explore Minnesota and Madden Media, SEO and the Evolution of Search, April 22, 11 a.m. CST
- Civitas and Miles Partnership, Funding Futures 2025, April 24, 2 p.m. CST
- Distributed to thousands of active travel planners.
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March 31, 2025
Root River Fly Fishing, Spring Valley / Photo Credit: Ryan Taylor Save the Date for Explore Minnesota’s Virtual Director’s Forum
Join Explore Minnesota’s Virtual Executive Director’s Forum on Tuesday, April 15, at 2 p.m.
This meeting is an opportunity for industry stakeholders to engage with Explore Minnesota staff and discuss various topics, including current issues and conditions affecting the industry, industry advocacy, and the legislative session.
Questions? Please contact Marya Barsanti, Executive Aide, Explore Minnesota, marya.e.barsanti@state.mn.us.
Add to your calendar or click here to join the meeting.
Continuing Education Series: Tourism Economics Webinar Recording Now Available
In case you missed it, the webinar recording presented by Tourism Economics is now available. As part of Explore Minnesota’s new Continuing Education Series, this webinar featured State and County-level results from the Minnesota Visitor Economy Study. Watch the webinar now.
Registration is open for the next Continuing Education Series webinar on Tues. April 22 at 11 a.m. Madden Media will present SEO and the Evolution of Search. Organic Search is constantly changing thanks to shifts in user behavior and new technologies. From Google's AI Overviews to voice search and AI Mode, SEO expert Dylan Scacchetti will dive into SEO and GEO trends, impacts and strategies to help your destination or business navigate the changing landscape of organic search.
Take the Explore Minnesota Co-op Program Survey Now
It is co-op planning season at Explore Minnesota. As we look ahead to our fiscal year 2026, we're looking for feedback on FY25 co-ops suggestions for the FY26 program.
The survey is an important part of the co-op planning process; we want to provide programs that suit your marketing goals and budget. Was there a particular program you found successful? Is there a category of programs or certain vendors we should consider working with? Let us know by tomorrow, April 1.
Explore Minnesota Partners with Minnesota Twins
The Minnesota Twins Baseball Club is offering Explore Minnesota with a new partnership opportunity to advertise to its engaged out-of-state sports fans during the 2025 season. Goals include delivering branding, creating awareness, building Explore Minnesota’s newsletter database, and inspiring fans to explore Minnesota.
The sponsorship package includes branding assets with direct-to-consumer Twins fans, including TV streaming advertising targeted to viewers outside of Minnesota during 50 scheduled games, logo inclusion in the Twins out-of-state digital ticket advertising campaign, and a custom four-week sweepstakes campaign hosted on Twins.com from May 1 to 28 targeting the Chicago area and Chicago Cubs fans with social media, email and digital banner advertising. These promotions encourage baseball fans to sign up for a chance to win four tickets to the Twins vs. Cubs game at the Target Field on July 10, four City Connect Jerseys, $500 Concessions/Team Store gift card, lodging and dining gift cards.
If you have questions about the Minnesota Twins partnership, please contact Glori Woolley at glori.woolley@state.mn.us or 651-757-1869.
View the FY25 Explore Minnesota Partnerships.
Applications to Host the 2026 Minnesota Governor’s Fishing Opener Due May 2
Approaching its 78th year, the Minnesota Governor's Fishing Opener is an event established to promote Minnesota's natural resources, uphold our fishing heritage, and shine a media spotlight on the attractions and offerings in host communities.
Explore Minnesota is seeking a host community for the 2026 Minnesota Governor's Fishing Opener. This event requires significant host community involvement and has created substantial media exposure for previous host communities.
To apply to host the 2026 Minnesota Governor's Fishing Opener, please download the Request for Proposals and application. The submission deadline is Friday, May 2.
If you have inquiries, please contact Kari Brumback at 651-757-1849 or kari.brumback@state.mn.us.
Global Meetings Day is April 3
Celebrate Global Meetings Industry Day (GMID) this week on Thurs. April 3. GMID is a worldwide day of advocacy highlighting the powerful impact of meetings, trade shows, conferences and events on people, businesses and communities.
Meetings and events are essential drivers of economic growth and innovation. When people meet face-to-face, ideas ignite, businesses thrive, and communities benefit. The impact of meetings and events goes beyond business: they stimulate travel, creating vital revenue for local communities through spending on hotels, dining, shopping and more.
U.S. Travel has created the GMID 2025 toolkit designed to help you amplify the value of meetings and events beyond our industry.
Save the Date for National Travel and Tourism Week
National Travel and Tourism Week (NTTW) returns May 4-10, 2025, focusing on the power of travel to our national and statewide economies, hospitality and tourism workforce and benefits to communities. Since 1983, NTTW has celebrated how travel fuels job creation, drives business growth and enhances the quality of life for millions of Americans.
Stay tuned for U.S. Travel and Explore Minnesota’s industry toolkit to help you participate in #NTTW25 and share the power of travel message.
Upcoming Industry Webinars
- Snowflake, Building the Future of Data Collaboration with Data Clean Rooms, April 3, noon
- Minnesota Retailers Association, Sustainability Strategies for Retail Success: Energy Efficiency, Waste Reduction, and Grant Opportunities, April 4, 10 a.m.
- On24, How to Empower Your Sales Teams to Convert More Webinar Leads, April 8, 1 p.m.
- Cvent, You and AI: Creating Personalized Event Experiences, April 10, 1 p.m.
- MarketingProfs, Website Optimization Friday Forum, April 11, 10:30 a.m.
- Explore Minnesota, Virtual Director’s Forum, April 15, 2 p.m.
- Explore Minnesota and Madden Media, SEO and the Evolution of Search, April 22, 11 a.m.
- Snowflake, Building the Future of Data Collaboration with Data Clean Rooms, April 3, noon
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March 24, 2025
Canteliever Hotel, Ranier / Photo Credit: Mary Mathis Continuing Education Series: Tourism Economics State and County-Level Data Webinar
Mark your calendar to join a webinar with Tourism Economics on Thursday, March 27 at 11 a.m. As part of Explore Minnesota’s new Continuing Education Series, this webinar will focus on state and county-level results from The Minnesota Visitor Economy Study. Tourism Economics will provide an overview of how their model estimates tourism impacts and how DMOs and other industry partners can use findings to tell their story. There will also be time for audience questions.
Add to your calendar or click here to join the meeting.
Add Your Spring and Summer Art Fairs to ExploreMinnesota.com
Now is the time to add your spring and summer art fairs to ExploreMinnesota.com for consumer visibility and to have them considered for inclusion in various Explore Minnesota communications.
Log into the Explore Minnesota extranet to update or create new listings for spring and summer art fairs by March 31.
Please note that submitting an image with your event listing increases the likelihood that your event will be featured in an upcoming newsletter or social media post.
For technical assistance, contact our extranet team at tourism@state.mn.us.
Update your listing on the Explore Minnesota extranet now.
Provide Co-Op Program Feedback
It is co-op planning season at Explore Minnesota. As we look ahead to our fiscal year 2026, we're seeking feedback on the FY25 Co-Op Program. This is an important part of the co-op planning process; we want to provide programs that make sense for your marketing goals and budget. Was there a particular program you found successful? Is there a category of programs or certain vendors we should consider working with? Let us know by April 1.
February Accommodations Performance Summary
In February 2025, Minnesota and the Minneapolis-St. Paul metro area’s key hotel performance metrics of occupancy, revenue per available room (RevPAR) and average daily rate (ADR) improved year over year (YoY).
At the state-level, monthly hotel occupancy increased 4% YoY to 46.5%, ADR increased 2.3% YoY to $121.44 and RevPAR increased 6.4% YoY to $56.53. For reference, in February 2025, the total U.S. average occupancy was 59.1%, ADR was $159.39 and RevPAR was $94.24.
For the Minneapolis-Saint Paul area, February hotel occupancy increased 7.3% YoY to 49.5%, ADR increased 1.4% YoY to $121.52 and RevPAR increased 8.9% YoY to $60.19. For reference, in February 2025, the average Top U.S. 25 U.S. Market hotel occupancy was 67.3%, ADR was $188.06 and RevPAR was $126.60.
American Bus Association Leads Are Now Available
The Explore Minnesota Market Development Team attended the American Bus Association (ABA) Marketplace Feb. 2 in Philadelphia, PA. At this convention, tour and motorcoach operators conduct brief pre-scheduled meetings with travel industry suppliers like Explore Minnesota. Summaries from each of those meetings are compiled and made available as leads to Minnesota’s industry partners. The ABA Marketplace leads are now available in Excel format. Group sales and DMO professionals will find this contact list valuable for selling large and small destinations across the state, including some interesting niche product requests.
To request the lead list, contact Brenda Maas of the Market Development team at brenda.maas@state.mn.us.
Explore Minnesota Partners with Milwaukee Brewers
The Milwaukee Brewers Baseball Club is partnering with Explore Minnesota to advertise to its engaged sports fans during the 2025 season. Goals include building Explore Minnesota’s newsletter database while generating awareness and inspiration to explore Minnesota with an estimated 3-4 million impressions and 2,000 newsletter opt-ins provided with the campaign.The sponsorship package includes a custom two-week sweepstakes campaign hosted on the Brewers website from May 15 to 28. Promotional ads will run on Brewers.com, and emails will target baseball fans to sign up for a chance to win tickets to the Brewers vs. MN Twins game at Target Field on June 21 and 22, lodging, and a $1,500 gift card. Additional branding assets include scoreboard signage and video spots running throughout the season on 400+ American Family Field in-stadium televisions during in-game, inning breaks, and pre-game.
If you have questions about the Milwaukee Brewers partnership, please contact Glori Woolley at glori.woolley@state.mn.us or 651-757-1869.
View the FY25 Explore Minnesota Partnerships.
Explore Minnesota Partners with Good Karma Brands ESPN Milwaukee
Good Karma Brands is partnering with Explore Minnesota to advertise on ESPN Milwaukee, driving interest and awareness to an engaged radio sports fan audience with a multi-channel marketing campaign.
The campaign will include over 2.5 million estimated impressions with radio commercials and live reads. Branding assets are scheduled to run May 1-15, with sweepstakes messaging and 416,666 geo-targeted premium pushdown digital ad impressions running May 16-28, promoting the Milwaukee Brewers partnership Gameday Getaway Sweepstakes. These deliverables will provide excellent awareness and branding leading up to the Brewers/Twins home game series June 20-22 and during prime tourism months within one of Explore Minnesota’s key markets.The radio campaign will create additional reach, exposure and frequency to inspire fans to plan their summer Minnesota getaways during the shoulder of high travel season, thereby increasing Explore Minnesota’s website and social traffic.
ESPN Milwaukee is the epicenter for all things sports in Milwaukee, Wisconsin and beyond. The ESPN radio network is the biggest sports network in the U.S. and is the exclusive home of MLB and NBA national radio broadcasts, covering the most talked-about moments in sports.
If you have questions about the Good Karma Brands partnership, please contact Glori Woolley at glori.woolley@state.mn.us or 651-757-1869.
View the FY25 Explore Minnesota Partnerships.
U.S. Politics Impacting Travel Planning
In the March 2025 Longwoods International survey, 89% of U.S. leisure travelers reported having travel plans within the next six months. While this is a positive trend, overall survey results show that concerns about the economy and personal finances continue to impact travel decisions.
Most survey respondents expect travel costs to either become less affordable or remain the same in the next year. Travel affordability perceptions vary somewhat by political affiliation. While a majority of Democrats anticipate higher costs, Republicans are more optimistic, with 22% expecting travel to become more affordable.
Other questions in this survey round focused on politics. The percentage of travelers who say the political climate of a destination will greatly impact their travel decisions jumped from 24% in September 2024 to 42% in March 2025. Additionally, U.S. leisure traveler trip plans for the next year vary by political affiliation. Democrats are the most likely to reduce domestic travel, while Republicans and Independents are more inclined to travel more within the U.S. Meanwhile, nearly half of Republicans say political factors do not influence their travel decisions, compared to 36% of Democrats.
For more research findings, review the American Travel Sentiment – Wave 94 Survey.
Sustainability Strategies for Retail Success: Energy Efficiency, Waste Reduction, and Grant Opportunities
The Minnesota Retailers Association presents how going green can help your business thrive through this webinar-delivered briefing, which will provide actionable insights to reduce operational costs, elevate brand reputation, and strengthen your community.
Learn about high-impact energy efficiency upgrades, tackle common waste reduction challenges, and explore free resources and grant opportunities to make sustainability projects affordable and achievable.
Upcoming Industry Webinars
- On24, How to Propel Your Pipeline with Actionable Insights, March 26, noon
- Tourism Economics, The Minnesota Visitor Economy Study, March 27, 11 a.m.
- Wrike, How to Build a Collaborative Marketing Workflow That Works, March 27, 1 p.m.
- Snowflake, Building the Future of Data Collaboration with Data Clean Rooms, April 3, noon
- On24, How to Propel Your Pipeline with Actionable Insights, March 26, noon
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March 17, 2025
St. Paul Brewing Patio, St. Paul / Photo Credit: St. Paul Brewing Continuing Education Series: Tourism Economics State and County-Level Data Webinar
Mark your calendar to join a webinar with Tourism Economics on Thursday, March 27 at 11 a.m. As part of Explore Minnesota’s new Continuing Education Series, this webinar will focus on state and county-level results from The Minnesota Visitor Economy Study. Tourism Economics will provide an overview of how their model estimates tourism impacts and how DMOs and other industry partners can use findings to tell their story. There will also be time for audience questions.
Add to your calendar or click here to join the meeting.
Add Your Spring and Summer Art Fairs to ExploreMinnesota.com
Now is the time to add your spring and summer art fairs to ExploreMinnesota.com for consumer visibility and to have them considered for inclusion in various Explore Minnesota communications.
Log into the Explore Minnesota extranet to update or create new listings for spring and summer art fairs by March 31.
Please note that submitting an image with your event listing increases the likelihood that your event will be featured in an upcoming newsletter or social media post.
For technical assistance, contact our extranet team at tourism@state.mn.us.
Update your listing on the Explore Minnesota extranet now.
Explore Minnesota Partners with St. Paul Saints
The St. Paul Saints is providing Explore Minnesota a partnership opportunity to advertise to their engaged Minnesota-proud sports fan audience during the 2025 season. The partnership includes a Day-of-the-Week Sponsorship, Explore Minnesota Wednesdays, with radio advertising and live reads, TV/stream advertising, in-game videoboard ads and home plate signage, social media features including a Player Call-ups sponsorship feature and MN Wednesday Puzzlers, an in-game quiz highlighting Minnesota destinations and attractions and a custom two-week out-of-market sweepstakes featuring a VIP experience gameday getaway prize.
The sponsorship also provides Explore Minnesota with the opportunity to throw out the first pitch and broadcast a third-inning radio interview on KFAN Plus 96.7 FM during the Wednesday home games, highlighting Minnesota destinations, website banner ads, logo inclusion in the Saints pocket schedule and Minnesota Travel Guide distribution.The partnership’s goals include delivering branding, creating awareness, building Explore Minnesota’s newsletter database, and inspiring fans to explore Minnesota.
If you have questions about the St. Paul Saints partnership, please contact Glori Woolley at glori.woolley@state.mn.us or 651-757-1869.
View the FY25 Explore Minnesota Partnerships.
Film Ready Program Helps Minnesota Communities Attract Film Productions
Explore Minnesota Film has launched the Film Ready program, designed to help communities become more appealing to film and television productions. The program offers guidance and resources to help welcome filmmakers to your community. With Minnesota's film industry driving millions in economic impact, the Film Ready program helps communities tap into this success.
Learn more about the Film Ready program and how your community can get involved, or watch the How to Attract Film Production to Your Community presentation.
Communities that complete the program will be recognized with a “Film Ready” designation, signaling to filmmakers that they are prepared to host production teams and contribute to Minnesota’s filmmaking economy.
For more information, contact Sarah Gebeke, Explore Minnesota Film mnfilm.tour@state.mn.us 651-757-1877.
Bulk Order the 2025 Minnesota Travel Guide
Destination Marketing Organizations (DMOs), businesses and organizations are able to feature the Explore Minnesota Travel Guide for their visitor services needs, guest rooms, lobbies or at check-in desks. You can request bulk quantities of our guide at no cost!
We invite businesses, organizations and DMOs to submit requests for bulk orders. There are 40 guides per box.
Applications to Host the 2026 Minnesota Governor’s Fishing Opener Due May 2
Approaching its 78th year, the Minnesota Governor's Fishing Opener is an event established to promote Minnesota's natural resources, uphold our fishing heritage, and shine a media spotlight on the attractions and offerings in our communities.
Explore Minnesota is seeking a host community for the 2026 Minnesota Governor's Fishing Opener. This event requires significant host community involvement and has created substantial media exposure for previous host communities.
To submit an application for hosting the 2026 Minnesota Governor's Fishing Opener, please download the Request for Proposals and application.
If you have inquiries, please contact Kari Brumback at 651-757-1849 or kari.brumback@state.mn.us. The submission deadline is Friday, May 2.
Paint the Town Grants Now Available
The Southern Minnesota Initiative Foundation (SMIF) Paint the Town Grant Program is designed to build community collaboration with a unique and hands-on approach. SMIF donates up to 100 gallons of paint per project, with the goal of fostering inclusion through volunteer engagement, promotion of creativity, celebration of local pride and to enhance the beauty and interest of a space.
Free paint and coating products are available for community mural, community welcome sign, historic structure or public art/creative placemaking projects and to refresh public spaces in preparation for significant community milestone celebrations. This grant opportunity is available to communities with a population under 10,000 throughout SMIF’s 20-county region.
View the Guidelines and Application.
Registration Open for UMCVB Fall Conference
Join industry professionals from across the Upper Midwest for three days of education, networking, and inspiration at the 28th Annual UMCVB Fall Conference, taking place Sept. 8-10, 2025, in Fox Cities, WI.
Register early to lock in the discounted rate of $375, prices increase after June 1.
Learn more and register online.
Register Now for Destination Capitol Hill
Join U.S. Travel on April 1-2 in Washington, D.C., for the industry’s premier legislative fly-in. Destination Capitol Hill (DCH) brings together hundreds of travel industry leaders to meet face-to-face with policymakers, advocate for key legislative priorities and showcase travel’s essential impact on communities and economies nationwide. The program includes an afternoon of advocacy training, influential guest speakers and valuable networking opportunities, followed by a day dedicated to legislative meetings on Capitol Hill.
Upcoming Industry Webinars
- Future Partners and Miles Partnership, Destination Decisions, Powered by the State of the America Traveler, March 18, 2 p.m.
- Goldcast, Win B2B Mindshare Through Strategic Influencer Partnerships, March 19, 1 p.m.
- Cvent, The Cvent Source: Event Data Hospitality Insights, March 20, 9 a.m.
- Tourism Economics, The Minnesota Visitor Economy Study, March 27, 11 a.m.
- Wrike, How to Build a Collaborative Marketing Workflow That Works, March 27, 1 p.m.
- Future Partners and Miles Partnership, Destination Decisions, Powered by the State of the America Traveler, March 18, 2 p.m.
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March 10, 2025
St Patrick's Day Parade in St Paul Explore Minnesota Kicks-Off Spring/Summer Star of the North™ Campaign
We’re excited to share that the Spring/Summer Star of the North™ campaign launches today. We continue to feature long-form videos ranging from 4 to 8 minutes, introducing and welcoming travelers to the state. Videos are supported by detailed itineraries hosted on our website. They will accompany Video cutdowns and creative for the media buy. The campaign will run from March 10 through the end of June.
Featured Minnesota Travel Stories for Spring/Summer include:
- Music lovers from Chicago (NEW)
- Foodies from New York City
- Female anglers from South Carolina
- Crafters and makers from Colorado
View the campaign landing page to see all the stories.
In addition to our general/diversity campaign, we are also focusing efforts on several national niche and interest-based campaigns.
- Spring/Summer Dallas Flight Market Campaign: 3/11/2025 - 6/30/2025
- Spring/Summer Niche Campaigns include: Lake Life, State/National Parks, Food & Drink/Live Music: 4/14/25 - 6/30/25
Visit the Industry website for more campaign details.
Annual Travel Indicators Report Now Available
Explore Minnesota regularly reviews and analyzes travel indicators to better understand the health of the tourism industry. A new report focused on 2023 and 2024 state-level trends is now available.
In 2023, Minnesota’s tourism industry experienced strong growth.
- Visitation increased by 4.6% to 80.2 million.
- Visitor spend increased 8% to $14.1 billion.
- L&H gross sales grew 8.7% to $19.9 billion.
- International visitation increased 36% to 567,400 arrivals.
Initial 2024 travel indicators are positive. However, year-over-year increases are smaller compared to recent years, likely as recovery from the pandemic has stabilized. In the coming months, when 2024 visitation and economic impact data is released, we will be able to more confidently understand the trajectory of travel to and tourism in Minnesota.
- Hotel performance metrics improved with an occupancy percentage of 56%, ADR of $129 and RevPAR of $72.
- Average monthly L&H employment increased 1.8% to 272,290.
- Minneapolis-Saint Paul Airport (MSP) passengers increased 6.9% to 37.2 million.
- Compared to the total U.S., Minnesota’s annual lodging demand was weaker, L&H employment was similar and air passenger volume was stronger.
Save the Date: Tourism Economics State and County-Level Data Webinar
Mark your calendar to join a webinar with Tourism Economics on Thursday, March 27 at 11 a.m. As part of Explore Minnesota’s new Continuing Education Series, this webinar will focus on State and County-level results from The Minnesota Visitor Economy Study. Tourism Economics will provide an overview of how their model estimates tourism impacts and how DMOs and other industry partners can use findings to tell their story. There will also be time for audience questions.
Add to your calendar or click here to join the meeting.
Explore Minnesota Partners with Pride Journeys
Pride Journeys is offering Explore Minnesota a new partnership opportunity with a one-year, multi-channel national marketing package to inspire and welcome the LGBTQ+ communities to plan and take a trip to Minnesota, thereby increasing tourism and website traffic to ExploreMinnesota.com.
The package includes a Pride Journeys Travel Directory premium listing, Pride Journeys magazine ad inclusion, digital ads, social media and blog posts. Pride Journeys is the premier source for LGBTQ+ travel, publishing destination reviews and lifestyle content that is insightful and engaging to readers. Pride Journey's syndicated articles have appeared in numerous LGBT publications nationwide, including Out Traveler, OutClique Magazine, Erie Gay News, Grab Magazine, Q Notes and more.
If you have questions about the Pride Journeys partnership, please contact Glori Woolley at glori.woolley@state.mn.us or 651-757-1869.
View the FY25 Explore Minnesota Partnerships.
Applications to Host the 2026 Minnesota Governor’s Fishing Opener Due May 2
Approaching its 78th year, the Governor's Fishing Opener is an event established to promote Minnesota's natural resources, uphold our fishing heritage, and shine a media spotlight on the attractions and offerings in our communities.
Explore Minnesota is seeking a host community for the 2026 Governor's Fishing Opener. This event requires significant community involvement with partner state agencies and has garnered massive media exposure for previous host communities.
To submit an application as a host community for hosting the 2026 Governor's Fishing Opener, please download the Request for Proposals and application. Application
If you have inquiries, please contact Kari Brumback at 651-757-1849 or kari.brumback@state.mn.us. The submission deadline is Friday, May 2.
Explore Minnesota Co-op Program Waitlists
Explore Minnesota Co-ops are sold on a first-come, first-served basis, and many programs sell out early in the state fiscal year. With that in mind, many participants will book their space well in advance of their campaign. Many co-op program vendors keep waitlists in case of a cancellation or added availability.
If you see a program you are interested isn marked “sold out”, please get in touch with the vendor directly and ask if they are keeping a waitlist of interested participants. If so, you will be contacted if there is future availability.
Sign up Now for the Co-op Program Update E-News.
Register for Destination Capitol Hill
Join U.S. Travel on April 1-2 in Washington, D.C., for the industry’s premier legislative fly-in. Destination Capitol Hill (DCH) brings together hundreds of travel industry leaders to meet face-to-face with policymakers, advocate for key legislative priorities and showcase travel’s essential impact on communities and economies nationwide. The program includes an afternoon of advocacy training, influential guest speakers and valuable networking opportunities, followed by a day dedicated to legislative meetings on Capitol Hill.
Register for Hospitality Minnesota Vendor Expo and Social
The Hospitality Minnesota Vendor Expo and Social will be held on Monday, April 14, at the Saint Paul RiverCentre.
Are you looking to grow your network, introduce your products and services, or reconnect with key decision-makers? This event allows you to meet, collaborate, and discover the latest innovations in the hospitality industry.
Register today to secure your spot.
Upcoming Industry Webinars
- On24, The Metrics That Matter: New KPIs to Drive Webinar Success, March 11, 1 p.m.
- Snowflake, How Indeed Uses Snowflake Data Clean Rooms to Optimize Marketing Spend, March 13, 1 p.m.
- MarketingProfs, Video Marketing, March 14, 10:30 a.m.
- Future Partners and Miles Partnership, Destination Decisions, Powered by the State of the America Traveler, March 18, 2 p.m.
- Goldcast, Win B2B Mindshare Through Strategic Influencer Partnerships, March 19, 1 p.m.
- Tourism Economics, The Minnesota Visitor Economy Study, March 27, 11 a.m.
- Wrike, How to Build a Collaborative Marketing Workflow That Works, March 27, 1 p.m.
- Music lovers from Chicago (NEW)
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March 3, 2025
Hai Hai, Minneapolis / Photo Credit: Paul Vincent Currently Hiring for Deputy Director of Explore Minnesota Film
For generations, Minnesota has produced award-winning films, television shows, and commercials. This is an exciting opportunity to lead a competitive entertainment incentive program and develop working relationships with industry professionals to promote Minnesota's economic development.
As the Deputy Director for Explore Minnesota Film, you will oversee the Film Production Tax Credit and other state film incentive programs and lead the department's overall marketing and communications strategy. Through your leadership, you will also support the Executive Director in positioning Minnesota as the best state for travel, quality of life and economic opportunity.
Learn more and apply online; search for Job ID 84189 - Deputy Dir, EM Film. The deadline to apply is March 10.
Save the Date: Tourism Economics State and County-Level Data Webinar
Mark your calendar to join a webinar with Tourism Economics on Thursday, March 27 at 11 a.m. As part of Explore Minnesota’s new Continuing Education Series, this webinar will focus on State and County-level results from The Minnesota Visitor Economy Study. Tourism Economics will provide an overview of how their model estimates tourism impacts, and how DMOs and other industry partners can use findings to tell their story. There will also be time for audience questions.
Add to your calendar or click here to join the meeting.
Film Ready Program Helps Minnesota Communities Attract Film Productions
Explore Minnesota Film has launched the Film Ready program, designed to help communities become more appealing to film and television productions. The program offers guidance and resources to help welcome filmmakers to your community. With Minnesota's film industry driving millions in economic impact, the Film Ready program helps communities tap into this success.
Learn more about the Film Ready program and how your community can get involved, or watch the How to Attract Film Production to Your Community presentation. Communities that complete the program will be recognized with a “Film Ready” designation, signaling to filmmakers that they are prepared to host production teams and contribute to Minnesota’s filmmaking economy.
For more information, contact Sarah Gebeke, Explore Minnesota Film mnfilm.tour@state.mn.us 651-757-1877.
Bulk Order the 2025 Minnesota Travel Guide
Destination Marketing Organizations (DMOs), businesses and organizations are able to feature the Explore Minnesota Travel Guide for their visitor services needs, guest rooms, lobbies or at check-in desks. You can request bulk quantities of our guide at no cost!
We invite businesses, organizations and DMOs to submit requests for bulk orders. There are 40 guides per box.
New Co-op Focuses on Multicultural and Diversity Target Markets
Explore Minnesota is working with Orange142 to help support your diversity and multicultural marketing goals and drive spend through this new co-op.
Orange142's advertising platform has over 40 data integrations that can be utilized to build audience personas and advertising targeting segments for various multicultural audiences and demographics.
In collaboration with their sister company, Colossus SSP, they have exclusive access to multicultural and minority-owned websites, publishers, and domains that can be leveraged to maximize digital advertising engagement and relevant reach.
This package includes display advertising and runs on a CPM (cost per thousand) basis for impressions. Each participant ad will include the Explore Minnesota logo. Explore Minnesota matches your investment between $2,000 and $5,000.
Attend MNFEA Conference this Week
The 2025 Minnesota Festival and Events Association Annual Conference (MNFEA) will be held March 5-7 at the Breezy Point Resort.
This year’s Conference will be packed with educational sessions that address current and future challenges in the events industry, business fundamentals and exciting up-and-coming trends.
Register Now for 2025 Connecting Entrepreneurial Communities Conference
The 2025 Connecting Entrepreneurial Communities (CEC) Conference will take place March 20-21 in Virginia, MN.
Past conferences have brought together nearly 100 entrepreneurs, business leaders, economic development professionals, decision makers, and community champions. Participants had the opportunity to connect with others who care about entrepreneurship in their region.
International Mountain Bicycling Association Hosting Foundations Workshops
The International Mountain Bicycling Association (IMBA) will host its Foundations Trail workshops in Minnesota during 2025. Sessions are planned for May 7-8 in Winona or Oct.1-2 in Duluth.
Experts and community leaders will prepare attendees to create their own model trail community. Classroom sessions and field visits will demonstrate the potential for trail-based recreation that accommodates all user groups.
Learn more about the IMBA program and workshops.
Domestic Travelers See U.S. as a Destination for Cultural Exploration
In the February 2025 Longwoods International survey, 88% of U.S. leisure travelers reported that they have travel plans within the next six months. This is a 5% year-over-year decline relative to February 2024. Survey data shows that personal finances, inflation and travel transportation costs will greatly impact travel decisions for more than half of leisure travelers.
Travelers were also asked about their perceptions of domestic travel within the U.S. Survey results show that American travelers positively view the U.S. as a destination for cultural exploration. When asked about their main travel motivator, top responses were to have a fun time (20%) and rest and relax (20%). New experiences, spending time with friends and relatives and time with immediate family were other top travel motivators, with each consideration mentioned by about 15% of survey respondents.
For more research findings, review the American Travel Sentiment – Wave 93 Survey.
Upcoming Industry Webinars
- ON24, ON24 Next, March 5, 1 p.m.
- ZeroBounce, The Hidden Threat of Email Decay: Strategies to Improve Your Database and Deliverability, March 6, 1 p.m.
- Snowflake, How Indeed Uses Snowflake Data Clean Rooms to Optimize Marketing Spend, March 13, 1 p.m.
- Future Partners and Miles Partnership, Destination Decisions, Powered by the State of the America Traveler, March 18, 2 p.m.
- Tourism Economics, The Minnesota Visitor Economy Study, March 27, 11 a.m.
- ON24, ON24 Next, March 5, 1 p.m.
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February 24, 2025
Shopping at Great River Arts, Little Falls / Photo Credit: Little Falls Area Chamber and Tourism Thank You for Joining Us for the 2025 Explore Minnesota Tourism Conference
Thank you for joining us for the 2025 Explore Minnesota Tourism Conference in Minneapolis on Feb. 18-19. We hope you enjoyed networking with tourism peers and learning about trends and new tactics in tourism marketing.
Keynote and Breakout Session recordings are available for viewing on the Explore Minnesota Industry Website. Thank you to our Conference Sponsors for their support of the event.
The 2025 Explore Minnesota Tourism Awards were presented in conjunction with the conference. They celebrated the outstanding people, marketing and initiatives that make Minnesota a premier travel destination. View the Award winners, finalists and photo gallery.
Please share your feedback about the Conference by emailing us questions.exploreminnesota@state.mn.us.
Add Your March and St. Patrick's Day Celebrations to ExploreMinnesota.com
Now is the time to add your March events to ExploreMinnesota.com to have them considered for inclusion in various Explore Minnesota communications.
Log into the Explore Minnesota extranet to update or create new listings for your March and St. Patrick's Day Celebrations by Feb. 28.
Please note that submitting an image with your event listing increases the likelihood of your event being featured in an upcoming newsletter or social media post.
For technical assistance, contact our extranet team at tourism@state.mn.us.
Update your listing on the Explore Minnesota extranet.
Explore Minnesota and Minnesota Frost Score a New Partnership
The Professional Women’s Hockey League (PWHL) and the Minnesota Frost is providing Explore Minnesota with a partnership opportunity to advertise to their engaged, Minnesota-proud sports fan audience during the 2024-25 season. The effort’s goals include supporting Minnesota women's professional sports, amplifying Minnesota as the "State of Hockey,” delivering branding, creating awareness and inspiring hockey fans to explore Minnesota.The sponsorship package includes two 30-second TV commercials per game broadcasted on FanDuel Sports Network, TV-visible Dasher Board signage with the Explore Minnesota logo in front of the team bench, and a game-day graphic social media sponsorship.
Minnesota Frost is one of six teams in the newly launched Professional Women’s Hockey League, founded in 2023. The team took home the 2023-24 PWHL Championship. The PWHL features the world's best women's hockey players competing against teams from desirable tourism markets: Minnesota, Boston, Montreal, New York, Ottawa and Toronto.
If you have questions about the Minnesota Frost partnership, please contact Glori Woolley at glori.woolley@state.mn.us or 651-757-1869.
View the FY25 Explore Minnesota Partnerships.
January Accommodations Performance Summary
In January 2025, Minnesota and Minneapolis-St. Paul metro area key hotel performance metrics of occupancy, revenue per available room (RevPAR) and average daily rate (ADR) improved year over year (YoY) relative to January 2024.
At the state-level monthly hotel occupancy increased 2.6% YoY to 41.5%, ADR increased 1.8% YoY to $117.76 and RevPAR increased 4.5% YoY to $48.85. For reference, in January the total U.S. average occupancy was 52.5%, ADR was $151.20 and RevPAR was $79.42.
For the Minneapolis-Saint Paul area, January hotel occupancy increased 5.6% YoY to 43.1%, ADR was flat YoY at $116.16 and RevPAR increased 5.7% YoY to $50.11. In January, the average Top U.S. 25 U.S. Market hotel occupancy was 61.2%, ADR was $181.32 and RevPAR was $110.98.
Explore Minnesota National Media Coverage for January
Explore Minnesota has secured the following media coverage for the month of January. Highlights include Lindsay Cohen’s inclusion of Lutsen in “The Best Family Roadtrip Destinations Throughout the U.S” for The Everymom and Cassandra Brooklyn’s “US State Parks that are Better than National Parks” for Business Insider.
This secured media coverage for the month, garnered 189,354,091 impressions and ad value equivalency of $1,366,920.45 including:
- Maggie Rodriguez, WFLA.com: Budget-friendly ski vacations (UVPM: 1.9M)
- Maggie Rodriguez, WFLA-TV (Tampa Bay, FL): Budget-friendly ski vacations (Viewership: 40K)
- Lindsay Cohen, The Everymom: The Best Family Road Trip Destinations Throughout the U.S. (UVPM: 328K)
- Cassandra Brooklyn, Business Insider: US State Parks That Are Better Than National Parks, From Pro Traveler (UVPM: 40M) /Syndicated to Yahoo! Lifestyle (UVPM: 23M) and MSN (UVPM: 123M)
New Tourism Marketing Campaign Halo Impact Results Available
Explore Minnesota recently worked with SMARInsights to measure the effectiveness of our Spring/Summer 2024 Star of the North ad campaign. As part of this study, we measured the impact of our tourism campaign on six Minnesota livability attributes.
A pattern emerges when comparing consumers who are aware or unaware of Explore Minnesota’s tourism campaign. Ad aware travelers are about twice as likely to strongly agree that Minnesota is a good place to live, purchase a vacation home, retire, start a career, start a business or attend college. For example, 45% of ad aware survey respondents strongly agreed that Minnesota is a good place to live. However, only 23% of ad-unaware respondents strongly agreed with this livability-related statement.
Combining ad awareness with Minnesota visitation leads to even stronger results. Consumers who are aware of Explore Minnesota ads and have visited our state are more likely to strongly agree that Minnesota is a good place to live. When asked if Minnesota is a good place to start a career, 36% of ad aware visitors strongly agreed. However, only 10% of ad unaware non-visitors strongly agreed with this statement.
Review additional Halo Impact findings here.
Register for the Minnesota Festival and Events Association Annual Conference
The 2025 Minnesota Festival and Events Association Annual Conference will held March 5-7 at Breezy Point Resort.
This year’s Conference will be packed with educational sessions that address current and future challenges in the events industry, business fundamentals and exciting up-and-coming trends.
Registration Open for 2025 Connecting Entrepreneurial Communities conference
The 2025 Connecting Entrepreneurial Communities (CEC) Conference will take place March 20-21 in Virginia, MN.
Past conferences have brought together nearly 100 entrepreneurs, business leaders, economic development professionals, decision makers, and community champions. Participants had the opportunity to connect with others who care about entrepreneurship in their region.
Save the Date for Local Foods Tradeshow
The FEAST! Local Foods Tradeshow will be held on Thursday, March 20 in Cannon Falls.
The FEAST! Local Foods Network is a partnership of many organizations, businesses, and individuals committed to growing a sustainable, local and regional food system that encourages innovation. As a result of our work, we hope to see current businesses flourish and new businesses establish themselves.
Upcoming Industry Webinars
- Federal Reserve Bank of Minneapolis, Regional Economic Conditions: General Business, Feb. 25, 9 a.m.
- MarketingProfs, 3 SEO Insights and Tips for 2025, Feb. 25, 1 p.m.
- Cvent, The Room Block Playbook: Expert Tips for Tier 1 Events, Feb. 27, 10 a.m.
- StackAdapt, CTV in the B2B Funnel: How to Drive Demand with Streaming Ads, Feb. 27, 1 p.m.
- ON24, ON24 Next, March 5, 1 p.m.
- ZeroBounce, The Hidden Threat of Email Decay: Strategies to Improve Your Database and Deliverability, March 6, 1 p.m.
- Maggie Rodriguez, WFLA.com: Budget-friendly ski vacations (UVPM: 1.9M)
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February 10, 2025
Stone Arch Bridge in Winter, Minneapolis / Photo Credit: Ryan Taylor Still Time to Register for 2025 Explore Minnesota Tourism Conference
The Explore Minnesota Tourism Conference will be held next week at the Minneapolis Convention Center on Tuesday, Feb. 18 and Wednesday, Feb. 19, 2025.
This 1-½ day educational conference includes a lineup of tourism and hospitality industry experts delivering timely and thought-provoking topics relevant to today’s travel industry. Attending the in-person event is $250 per person. Space is limited, so secure your registration today!
For in-person attendees, Meet Minneapolis welcomes all conference attendees to “Winterapolis,” a host city networking reception at the Seasons Lounge directly following the first day of conference programming. Join fellow attendees on the second level of the Minneapolis Convention Center on Tuesday, February 18, from 5-6:30 p.m. for light appetizers, beverages and networking.
View the full conference schedule and register online.
Explore Minnesota Attended American Bus Association Marketplace
The Market Development team attended the American Bus Association conference on Feb. 1-3 in Philadelphia, Pennsylvania. Staff held approximately 40 appointments with group tour planners and operators from around the country.
Watch for leads to be shared in the coming weeks. If you have questions or would like further information on this event or other market development activities, please contact Brenda Maas, Market Development Representative, at brenda.maas@state.mn.us or 651-757-1886.
Add Your March and St. Patrick's Day Celebrations to ExploreMinnesota.com
Now is the time to add your March events to ExploreMinnesota.com to have them considered for inclusion in various Explore Minnesota communications.
Log into the Explore Minnesota extranet to update or create new listings for your March and St. Patrick's Day Celebrations by Feb. 28.
Please note that submitting an image with your event listing increases the likelihood of your event being featured in an upcoming newsletter or social media post.
For technical assistance, contact our extranet team at tourism@state.mn.us.
Update your listing on the Explore Minnesota extranet.
Save the Date for Hospitality Minnesota Vendor Expo and Social
The Hospitality Minnesota Vendor Expo and Social will be held on Monday, April 14, at the Saint Paul RiverCentre.
Are you looking to grow your network, introduce your products and services, or reconnect with key decision-makers? This event allows you to meet, collaborate, and discover the latest innovations in the hospitality industry.
Who Should Attend?
- Hospitality Operators (hotels, restaurants, resorts, and more) looking for new solutions and partnerships.
- Vendors eager to showcase their newest products and services to Hospitality Minnesota’s membership.
Register today to secure your spot.
International Mountain Bicycling Association Hosting Foundations Workshops
The International Mountain Bicycling Association (IMBA) will host its Foundations trail workshops in Minnesota during 2025, with sessions planned for Winona in the spring and Duluth in the fall.
These workshops aim to help create model mountain biking communities by teaching participants about trail planning, design, building, and promotion. This is a fantastic opportunity for local communities interested in building new trails for public enjoyment and economic impact.
Learn more about the IMBA program and workshops.
Grants Available to Support Community Identity and Heritage Festivals
The Minnesota Humanities Center is offering grants of up to $50,000 to individuals and organizations that have a history of working with diverse cultural communities to support community events, music and jazz festivals, or cultural festivals for art installations, music, and other performances and activities that support festivals and events.
Applications will be accepted on a rolling basis through May 30.
For more details and application instructions, visit the website.
Upcoming Industry Webinars
- Canto, The Future of Digital Content: Trends, Strategies, and Technology for Marketing Success in 2025, Feb. 11, noon
- DemandJump, The People vs. the Editorial Calendar, Feb. 13, 1 p.m.
- Ortto, Beyond Email: Tips to Get the Most Out of Marketing Automation, Feb. 18, 1 p.m.
- Meltwater, Unleashing the Power of AI to Transform Social Media Marketing, Feb. 20, noon
- MarketingProfs, 3 SEO Insights and Tips for 2025, Feb. 25, 1 p.m.
- ON24, ON24 Next, March 5, 1 p.m.
- Hospitality Operators (hotels, restaurants, resorts, and more) looking for new solutions and partnerships.
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February 3, 2025
Nature Link Resort, Nisswa / Photo Credit: Paul Vincent Join Us for the 2025 Explore Minnesota Tourism Awards
The Explore Minnesota Tourism Awards celebrate the outstanding people, marketing and initiatives that make Minnesota a premier travel destination. Awards will be presented at the closing of the 2025 Explore Minnesota Tourism Conference at the Minneapolis Convention Center on Wednesday, Feb. 19.
Join us at 3:15 p.m. that day, in person or virtually as Executive Director Lauren Bennett McGinty provides a look forward at Explore Minnesota’s plans for 2025. This will be followed by the presentation of the Tourism Awards. The Conference will conclude with the presentation of the Tourism Industry Leader Award.
View all of the finalists for this year’s 2025 Explore Minnesota Tourism Awards and register to attend the Conference in-person or virtually.
Last Call for Sponsors of the 2025 Explore Minnesota Tourism Conference
Conference sponsorships are a fantastic opportunity to promote your business while also connecting with hundreds of tourism and industry professionals from across the state. The Tourism Conference offers valuable opportunities to reach in-person and virtual attendees with sponsor recognition and engagement throughout the conference.
Sponsorships are available on a first-come, first-served basis and must be paid in full by Feb. 10, 2025. Sponsored brand activations and additional visibility opportunities may also be available at the Minneapolis Convention Center during this event. Please contact Michael Hernandez at 651-757-1876 or michael.hernandez@state.mn.us to learn more.
Industry Opening at Visit Duluth
Visit Duluth seeks a driven, accountable and innovative professional to serve as the new Executive Director.
Visit Duluth, the city’s convention and visitor’s bureau is Duluth’s only officially recognized destination marketing organization. Chartered in 1935 as a non-profit corporation, it represents over 400 businesses that make up Duluth’s tourism, sports, and B2B event industry.
Industry Opening at Granite Falls Chamber
The Granite Falls Chamber of Commerce is hiring an Executive Director. This part-time position will oversee the organization's day-to-day operations and carry out the Chamber’s business, economic development, and marketing plans.
If interested, please email your resume to Granitefallschamberofcommerce@gmail.com.
RSDP Call for Ideas
The Regional Sustainable Development Partnerships (RSDP) call for ideas is now open for submissions.
RSDP supports local innovation across rural Minnesota by connecting community ideas to University of Minnesota resources in four focus areas: natural resources, clean energy, agriculture and food systems and resilient communities. Community members work on diverse project teams that research, design and plan local sustainability projects with University students, faculty and staff.
Project ideas are being accepted through Feb. 14 and can be submitted online.
Save the Date for Destination Capitol Hill
Join U.S. Travel on April 1-2, 2025, in Washington, D.C. for the industry’s premier legislative fly-in. Destination Capitol Hill (DCH) brings together hundreds of travel industry leaders to meet face-to-face with policymakers, advocate for key legislative priorities and showcase travel’s essential impact on communities and economies nationwide. The program includes an afternoon of advocacy training, influential guest speakers and valuable networking opportunities, followed by a day dedicated to legislative meetings on Capitol Hill.
Registration Open for eTourism Summit
Every year, the eTourism Summit brings together the brightest minds in destination marketing for two and a half days of transformative interactive learning, groundbreaking idea sharing, and high-impact networking. Here, you’ll discover the trends, tools, and technology set to revolutionize your tourism marketing strategy. This year eTourism Summit will be held April 22-24 in Las Vegas.
Learn more and register online.
Upcoming Industry Webinars
- Meltwater, The State of Social Media in 2025, Feb. 6, noon
- Oktopost, How Employee Advocacy Brings the Human Back to B2B, Feb. 6, 1 p.m.
- Canto, The Future of Digital Content: Trends, Strategies, and Technology for Marketing Success in 2025, Feb. 11, noon
- DemandJump, The People vs. the Editorial Calendar, Feb. 13, 1 p.m.
- MarketingProfs, 3 SEO Insights and Tips for 2025, Feb. 25, 1 p.m.
- ON24, ON24 Next, March 5, 1 p.m.
- Meltwater, The State of Social Media in 2025, Feb. 6, noon
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January 27, 2025
Customers enjoying drinks at Ruttger's Birchmont Lodge, Bemidji / Photo Credit: Visit Bemidji Preview Breakout Sessions at the Explore Minnesota Tourism Conference
The Explore Minnesota Tourism Conference Breakout Sessions provide in-depth insights to help you discover your next great campaign tactic, stay ahead of emerging trends, and improve your work.
This year’s breakout sessions are only available to in-person attendees and programming includes:
- Shiny New Objects
- Strategies to Attract More Sports Business to Your Community
- The Print Travel Guide of the Future
- 10 Social Media Trends to Watch in 2025
- Regional Impacts of Climate Change Across Minnesota and the Future of Tourism
- Tourism Asset-Based Economic Development
- Generative AI 101
- Lightning in a Bottle, a Bring Ya A** Case Study
- The Changing Face of Group Travel
- Winona’s Winning Formula: Leveraging Outdoor Recreation for Tourism, Community, and Quality of Life
- AI Ideas Exchange
- How to Attract Film Production to Your Community
The Tourism Conference will be held at the Minneapolis Convention Center on Tuesday, Feb. 18 and Wednesday, Feb. 19, 2025. This 1-½ day educational conference includes a lineup of tourism and hospitality industry experts delivering timely and thought-provoking topics relevant to today’s travel industry. Attending the in-person event is $250 per person. Space is limited, so secure your registration today!
View the full conference schedule and register online.
There is Still Time to Be a Sponsor of the 2025 Explore Minnesota Tourism Conference
Conference sponsorships are a fantastic opportunity to promote your business while also connecting with hundreds of tourism and industry professionals from across the state. The Tourism Conference offers valuable opportunities to reach in-person and virtual attendees with sponsor recognition and engagement throughout the conference.
Sponsorships are available on a first-come, first-served basis and must be paid in full by Feb. 10, 2025. Sponsored brand activations and additional visibility opportunities may also be available at the Minneapolis Convention Center during this event. Please contact Michael Hernandez at 651-757-1876 or michael.hernandez@state.mn.us to learn more.
Reserve a Sponsorship Now. Change Now to Today!
New Co-op Targets Travelers from the Twin Cities, Chicago and Milwaukee
Clear Channel Outdoor offers advertising solutions across 40 of the top markets in the US. For this co-op program, Clear Channel and Explore Minnesota have zeroed in on three major markets ideal for Minnesota tourism industry businesses like yours: Chicago, Milwaukee and Minneapolis–St. Paul. Explore Minnesota will match your campaign investment up to $5,000 through this co-op.
Digital billboards provide turnkey flexibility and efficient out-of-home advertising options for tourism marketers. You can easily rotate and change creative like your other digital marketing campaigns. Also, you can purchase digital panels for weekly flights, modify locations quickly, and save money on production/printing costs.
New Merchandise Available in Explore Minnesota’s Star of the North Shop
Check out the new T-shirt series at Explore Minnesota’s Star of the North Shop. Profits from these sales go right back to promoting Minnesota!
Be sure to check at the shop frequently and follow our social media channels for new product releases.
Tune in for New Episodes of Explore Minnesota More Podcast
If you love Minnesota outdoors and want to learn more about the people responsible for Minnesota's tradition of excellence in outdoor recreation, check out the Explore Minnesota More podcast. Every other Thursday, Explore Minnesota More features the stories of the people building the outdoor experience in our state.
If you have any ideas for subjects we should consider covering, please email podcast ideas to Randolph Briley, Deputy Director of Outdoor Recreation, randolph.briley@state.mn.us.
U.S. Travelers Planning Domestic and International Trips
In the January 2025 Longwoods International survey, 90% of leisure travelers reported having travel plans within the next six months. This continues the post-pandemic trend of strong travel demand. Of those planning a leisure trip, 18% have a trip planned within the next month, 25% in the next one to two months and the remaining 58% have a spring or summer trip planned for three or more months.
For their next leisure trip, 63% will take a domestic road trip, 28% a domestic air trip and 9% an international trip. Looking more closely at international leisure travel, 41% are very or somewhat likely to travel out of the country in the next year. Almost half (46%) of U.S. leisure travelers said their international travel plans will not impact their domestic travel. This means international travel is an additional option, not a substitute for U.S. leisure trips. Of those planning international trips, 26% said they will spend less on domestic travel, 25% will shorten domestic trips and 24% will replace one or more domestic trips.
In this survey round, U.S. leisure travelers were asked about the impact of financial concerns on their travel plans. Results show a clear divide between households, with just over half saying that inflation and transportation costs significantly impact their travel plans. About a quarter of survey respondents reported that financial concerns will have minimal to no impact on their travel. The remaining quarter reported that concerns will somewhat impact trip planning.
For more research findings, review the American Travel Sentiment Survey – Wave 92.
Save the Date for Destination Capitol Hill
Join U.S. Travel on April 1-2, 2025, in Washington, D.C. for the industry’s premier legislative fly-in. Destination Capitol Hill (DCH) brings together hundreds of travel industry leaders to meet face-to-face with policymakers, advocate for key legislative priorities and showcase travel’s essential impact on communities and economies nationwide. The program includes an afternoon of advocacy training, influential guest speakers and valuable networking opportunities, followed by a day dedicated to legislative meetings on Capitol Hill.
Save the Date for U. S. Travel Association ESTO
U.S. Travel’s ESTO is where destination marketers come together to spark innovation, share bold ideas and bring actionable insights home. Join ESTO 2025, the premier destination marketing forum, in Phoenix, Arizona, Aug. 17–19, 2025.
Learn more and plan ahead now.
Upcoming Industry Webinars
- AIANTA, Leveraging Outdoor Writers for Indigenous Tourism, Jan. 28, 11 a.m.
- IronHorse, Beyond the Hype: Building a Strategic Framework for AI Adoption, Jan. 30, 1 p.m.
- Oktopost, How Employee Advocacy Brings the Human Back to B2B, Feb. 6, 1 p.m.
- DemandJump, The People vs. the Editorial Calendar, Feb. 13, 1 p.m.
- Shiny New Objects
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January 21, 2025
The Baie Comeau arriving on a winter morning, Canal Park, Duluth / Photo Credit: Robert Welton Day 2 Preview of 2025 Explore Minnesota Tourism Conference Keynotes
Don’t miss the opportunity to hear from our Day 2 Explore Minnesota Tourism Conference keynote speakers, including:
- Generative AI and Tourism: Practical Applications for Minnesota’s Global Future
Cut through the AI hype with a straightforward look at how artificial intelligence is reshaping tourism presented by Janette Roush, SVP, Innovation and Chief AI Officer for Brand USA.
- The Art of Storytelling
Storytelling is an art form. Kevin Kling, Author, Playwright and Storyteller weaves together stories of Minnesota’s unique blend of breathtaking landscapes and rich cultural experiences, and we encourage visitors to experience our state’s welcoming spirit.
- Explore Minnesota Tourism Awards and 2025 Look Forward
Celebrate the outstanding people who make Minnesota a premier travel destination. Lauren Bennett McGinty will preview Explore Minnesota’s strategy for 2025.
View the conference schedule now.
The Tourism Conference will be held at the Minneapolis Convention Center on Tuesday, Feb. 18 and Wednesday, Feb. 19, 2025. This 1-½ day educational conference includes a line-up of tourism and hospitality industry experts delivering timely and thought-provoking topics relevant to today’s travel industry. Attending the in-person event is $250 per person, and a virtual option is also available.
Still Time to Become a Sponsor of the 2025 Explore Minnesota Tourism Conference
Conference sponsorships are a fantastic opportunity to promote your business while connecting with hundreds of tourism and industry professionals from across the state. The Tourism Conference offers valuable opportunities to reach in-person and virtual attendees with sponsor recognition and engagement throughout the conference.
Sponsorships are available on a first-come, first-served basis and must be paid in full by Feb. 10, 2025. Sponsored brand activations and additional visibility opportunities may also be available at the Minneapolis Convention Center during this event. Please contact Michael Hernandez at 651-757-1876 or michael.hernandez@state.mn.us to learn more.
December Accommodations Performance Summary
In Dec. 2024 Minnesota and Minneapolis-St. Paul metro area key hotel performance metrics of occupancy, revenue per available room (RevPAR) and average daily rate (ADR) improved year over year (YoY) relative to Dec. 2023.
At the state-level monthly hotel occupancy increased 2% YoY to 42%, ADR increased 1.8% YoY to $121.52 and RevPAR increased 3.9% YoY to $52.11. For reference, in Dec. the total U.S. average occupancy was 52.9%, ADR was $156.42 and RevPAR was $82.74.
For the Minneapolis-Saint Paul area, Dec. hotel occupancy was up 8.4% YoY to 45.9%, ADR was up 1.2% YoY to $120.67 and RevPAR was up 9.7% YoY to $55.42. In Dec., the average Top U.S. 25 U.S. Market hotel occupancy was 61.5%, ADR was $193.59 and RevPAR was $119.08.
Add Your February and March Events to ExploreMinnesota.com
Now is the time to add your upcoming February and March events to ExploreMinnesota.com to have them considered for inclusion in various Explore Minnesota communications.
Log into the Explore Minnesota extranet to update or create new listings for the following events in your community by Jan. 31:
- Valentine's Day
- Black History Month
- St. Patrick's Day Celebrations
Please note that submitting an image with your event listing increases the likelihood that your event will be featured in an upcoming newsletter or social media post!
For technical assistance, contact our extranet team at tourism@state.mn.us.
Update your listing on the Explore Minnesota extranet.
Try Contextual Content Advertising Co-op
Through Travel Spike, Contextual Content Ads offer unparalleled efficiency in travel media. Ads are delivered in a 100% travel environment through on site, native and email placements. Purchased on a cost-per-click (CPC) model, charges only occur when a consumer clicks on an ad placement.
These positions are exclusive to Travel Spike with their premium travel publishers. As their most popular destination ad product, contextual content ads through this co-op provide a solid vehicle for driving site visits, landing page engagement and activity (email signups, travel guide requests, etc.).
Industry Opening at Visit Winona
Visit Winona is now accepting applications for the position of Executive Director. The ideal candidate will have experience in tourism promotion, organizational leadership, and a passion for building connections in the Winona community. The new Executive Director will play a key role in continuing Visit Winona’s mission to attract visitors and support the local economy
For more information on the Executive Director position and to apply, please review the position posting at www.visitwinonajobs.com or email questions to visitwinonajobs@gmail.com.
Read the full news release and review the full position description.
IRRR’s Culture and Tourism Grant Cycle Now Open
Iron Range Resources and Rehabilitation’s (IRRR) Culture and Tourism grants assist projects that support arts, culture, history, tourism and recreational activities, enhance the quality of life in the region and attract visitors.
Applications are now open through Thursday, May 1, or until program funds are substantially committed for the fiscal year, whichever occurs sooner.
Eligible applicants include cities, townships, nonprofits, Tribal governments and governmental entities created pursuant to Minnesota Statutes within IRRR’s service area.
Applications must be submitted through the FLUXX grant portal by visiting irrrb.fluxx.io/user_sessions/new. For questions about FLUXX, email Jeri Venne at Jeri.Venne@state.mn.us or call 218-735-3012.
For more information about Culture and Tourism grants, email Danae Beaudette at Danae.Beaudette@state.mn.us or call 218-735- 3022.
Upcoming Industry Webinars
- Meltwater, 2025 Playbook: Key Influencer Marketing Trends for Success, Jan. 23, noon
- AIANTA, Leveraging Outdoor Writers for Indigenous Tourism, Jan. 28, 11 a.m.
- IronHorse, Beyond the Hype: Building a Strategic Framework for AI Adoption, Jan. 30, 1 p.m.
- Oktopost, How Employee Advocacy Brings the Human Back to B2B, Feb. 6, 1 p.m.
- DemandJump, The People vs. the Editorial Calendar, Feb. 13, 1 p.m.
- Generative AI and Tourism: Practical Applications for Minnesota’s Global Future
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January 13, 2025
Minnesota Ice Festival Maze, Eagan Day 1 Preview of 2025 Explore Minnesota Tourism Conference Keynotes
Don’t miss the opportunity to hear from our Day 1 Explore Minnesota Tourism Conference keynote speakers, including:
- Explore Minnesota’s 2024 Year in Review
Presented by Lauren Bennett McGinty, Explore Minnesota Executive Director. Lauren will review the agency’s work, campaigns and highlights from 2024.
- How to Speak Our Industry’s Story with Impact
Presented by Josiah Brown, The New York Sherpa, Josiah will present how to successfully convey our worth to better link our destinations to the impact and vitality we create.
- Where Do We Go From Here?
Presented by Adam Sacks, President of Tourism Economics, Adam will share their latest views on the economy, the mindset of travelers, and expectations for the evolution of travel in 2025 and beyond.
View the conference schedule now.
The Tourism Conference will be held at the Minneapolis Convention Center on Tuesday, Feb. 18 and Wednesday, Feb. 19, 2025. This 1-½ day educational conference includes a line-up of tourism and hospitality industry experts delivering timely and thought-provoking topics relevant to today’s travel industry. Attending the in-person event is $250 per person, and a virtual option is also available.
Sponsor the 2025 Explore Minnesota Tourism Conference
Conference sponsorships are a fantastic opportunity to promote your business while connecting with hundreds of tourism and industry professionals from across the state. The Tourism Conference offers valuable opportunities to reach in-person and virtual attendees with sponsor recognition and engagement throughout the conference.
Sponsorships are available on a first-come, first-served basis and must be paid in full by Feb. 10, 2025. Sponsored brand activations and additional visibility opportunities may also be available at the Minneapolis Convention Center during this event. Please contact Michael Hernandez at 651-757-1876 or michael.hernandez@state.mn.us to learn more.
Last Chance to Apply for a Tourism Conference Scholarship
Explore Minnesota invites post-secondary students and members of Tribal Nations to the 2025 Explore Minnesota Tourism Conference through our Scholarship Programs. Scholarships provide an opportunity for education and connection to Minnesota's leisure and hospitality industry, and each scholarship recipient will be matched with an industry mentor.
Those attending through a Scholarship Program will receive complimentary registration and mileage reimbursement. The deadline to apply for all programs is Monday, Jan. 13, 2025.
Apply now:
Fall Travel Indicators Report Now AvailableExplore Minnesota regularly reviews and analyzes travel indicators to better understand tourism industry trends and health. A new report focused on state-level travel trends from Sept. 1 to Nov. 30, 2024, is now available. Fall 2024 Minnesota travel indicators show variable year-over-year (YoY) performance:
Accommodation Performance – Fall state and Minneapolis-St. Paul metro area lodging performance varied by month and metric. Following normal seasonal trends, Sept. and Oct. were busier travel months and Nov. was not as active.
- For the state, YoY 2024 hotel occupancy percentage was up in Sept. and flat in Oct. and Nov.
- For the metro, YoY 2024 hotel occupancy percentage was down in Sept., flat in Oct. and up in Nov.
Leisure & Hospitality (L&H) Employment – In fall 2024, L&H employment was up 1% year over year compared to 2023, with increases in all three months.
MSP Airport Traveler Volume – For the three fall months combined, MSP airport passengers were up 1.7% in 2024 compared to 2023. On a 2024 monthly basis, MSP passenger volume was higher in Sept. and Oct. and lower in November compared to the same months in 2023.
Minnesota Versus National Trends – For 2024 year-to-date through the end of Oct., Minnesota’s travel indicators show variance from national trends. Minnesota lodging demand is down slightly YoY, while the U.S. is up slightly. Both state and national L&H jobs have increased about 2% year over year. Minnesota air passengers YoY have increased more than the U.S. average.
Explore Minnesota Secures National Coverage for the Month of December
Explore Minnesota has secured the following media coverage for Dec. 2024. Highlights include Michele Herrmann’s inclusion of New Ulm in Forbes’ “Unique Christmas Trees by State” and Larry Olmstead’s inclusion of the Brainerd Lakes area for “Learning to Snowmobile” for Cigar Aficionado Magazine.
- Secured media coverage for the month, garnering 126,440,236 impressions and ad value equivalency of $1,167,053.13:
- Michele Herrmann, Forbes: See These Unique Christmas Or Holiday Tree Displays, By State (UVPM: 94M)
- Syndicated to: WDC News 6
- Syndicated to: WDC News 6
- Sally French, NerdWallet: 9 Wicked-Good Ideas for an Oz-Inspired Vacation (UVPM: 18M)
- Jacqueline Kehoe, Yahoo! Life: 11 Midwest vacation destinations for a great winter getaway (UVPM: 13M)
- Larry Olmsted, Cigar Aficionado Online: Learn To Snowmobile (UVPM: 193K)
- Larry Olmsted, Cigar Aficionado Print: Learn To Snowmobile (CIRC: 248K)
- Michele Herrmann, Forbes: See These Unique Christmas Or Holiday Tree Displays, By State (UVPM: 94M)
Domestic Leisure Group Leads from the National Tour Association Travel Exchange Available Now
Travel Exchange connects tour operators, suppliers, and travel professionals, fostering relationships and driving business within the travel and tourism industry. This annual gathering took place Nov. 17-20, 2024. Explore Minnesota attended and met with 15 tour operators. Client profiles and meeting note leads are available to the Minnesota industry now.
Please contact Jen Schak, Market Development Manager, at jennifer.schak@state.mn.us, for these leads or with questions about leisure group marketing.
New 2023 County-Level Leisure & Hospitality Data Now Available
Explore Minnesota works with the Minnesota Department of Revenue to provide Leisure & Hospitality (L&H) industry sales, taxes, and employment data. State, tourism region and county-level 2023 L&H data are now ready for DMOs and other industry partners.
In December 2024 county-level tourism economic impact was shared. Note that tourism economic impact and L&H data vary due to different definitions and approaches. While L&H hospitality data collects all sales, tourism economic impact data reflects activity from visitors more than 50 miles from their home. For example, if you were to buy lunch at a café two miles from your home this sale is included in L&H data, however, it is not captured in tourism visitor spend.
Explore Minnesota is shifting focus to visitor economic impact data as it better reflects the effects of tourism. We will continue to share L&D data as it may be useful when looking at long-term trends or local business activity.
First Free Park Day at Minnesota State Parks and Recreation Areas is Jan. 20
The Minnesota Department of Natural Resources is waiving vehicle permit fees at all 73 state parks and recreation areas on Monday, Jan. 20. This Free Park Day is one of four days each year on which the DNR waives the requirement for a vehicle permit at state parks and recreation areas.
There is one fee-free day for each season of the year, giving Minnesotans an opportunity to experience state parks and recreation areas at different times of the year.
The 2025 free park days are scheduled as follows:
- Monday, Jan. 20
- Saturday, April 26
- Saturday, June 14
- Friday, Nov. 28
Visitors are advised to check for updates in the visitor alert section on park websites before leaving home. The entrance fee waiver for fee-free days does not cover amenity or user fees for activities like camping or equipment rentals. Many parks offer snowshoe rentals, and select parks offer ski rentals. Visitors looking for rental equipment or certain recreational opportunities can use the DNR’s ParkFinder tool to find the best destination for their visit.
For more information, visit the DNR’s Free Park Days webpage.
Upcoming Industry Webinars
- Implan, Core Data Release Live Q & A, Jan. 14, noon
- On24, Marketing Predictions for 2025, Jan. 14, 1 p.m.
- Future Partners, The State of the Meetings Industry, Jan. 14, 2 p.m.
- Federal Reserve Bank of Minneapolis, 2025 Regional Economic Conditions Conference (virtual event), Jan. 15, 9 a.m.
- Grammarly for Business, Making Sense of 2025 AI Trends, Jan. 15, noon
- AIANTA, Leveraging Outdoor Writers for Indigenous Tourism, Jan. 28, 11 a.m.
- Explore Minnesota’s 2024 Year in Review
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January 6, 2025
Ice Climbing Festival, Winona / Credit: Paul Vincent Join Explore Minnesota’s Virtual Director’s Forum Tomorrow
Join Explore Minnesota’s Virtual Executive Director’s Forum tomorrow, Tuesday, Jan. 7 at 1 p.m. CST.
This meeting is an opportunity for industry stakeholders to engage with Explore Minnesota staff and discuss various topics, including the upcoming legislative session.
Questions? Please contact Marya Barsanti, Executive Aide, Explore Minnesota, marya.e.barsanti@state.mn.us.
Click here to join the meeting.
Join Us for Explore Minnesota Film Town Hall
Join Explore Minnesota Film this week on Wednesday, Jan. 8, from 6:30 to 8:30 p.m. at Tasty Lighting Supply in Minneapolis for an industry town hall to learn how this new office will advance the film production industry in Minnesota.
We'll discuss the state of the industry in Minnesota for the coming year, covering important topics such as new guidelines for the Film Production Tax Credit, the role of a state film office, new initiatives planned, and the marketing and promotion of Minnesota as a production location.
Presenter Melodie Bahan, Explore Minnesota Film Deputy Director, will be joined by staff members Sarah Gebeke, Production Liaison, and Jill Johansen, Incentives Specialist, to provide information and answer any questions.
Join the presentation in person or livestream it at this link.
International Leads from Brand USA Travel Week Available Now
Brand USA Travel Week is a premier event that connects U.S. tourism professionals with travel industry leaders from Europe. It took place Oct. 21 – 24, 2024, in London, England.
As an exhibitor, Explore Minnesota conducted 37 appointments with tour operators, airlines, travel marketing and distribution companies worldwide. Leads, including client profiles and meeting notes, are available to the Minnesota industry now.
Please contact Jen Schak, Market Development Manager, jennifer.schak@state.mn.us for the leads or with questions about international marketing.
Order Your 2025 Explore Minnesota Travel Guide(s)
The new 2025 Explore Minnesota Travel Guides are now being shipped. Consumers can order free guides on exploreminnesota.com and we invite businesses, organizations and DMOs to submit requests for bulk orders. There are 40 guides per box.
These new guides feature the latest travel itineraries created as part of our Star of the North campaign, including links to long-form videos and additional content on our website. The front cover and an inside story highlights Voyageurs National Park as it celebrates its 50th anniversary in 2025.
Thanks to everyone who supported the new guide with content, photos and/or advertising. With your support, we’re able to reach an even greater audience.
Continue Learning at the 2025 Explore Minnesota Tourism Conference
Whether you lead a team large or small, the 2025 Explore Minnesota Tourism Conference is the place to discover fresh and actionable ideas and takeaways you can implement right away. View the conference schedule now.
The Tourism Conference will be held at the Minneapolis Convention Center on Tuesday, Feb. 18 and Wednesday, Feb. 19. This 1-½ day educational conference includes a line-up of tourism and hospitality industry experts delivering timely and thought-provoking topics relevant to today’s travel industry. Attending the in-person event is $250 per person, and a virtual option is also available.
Sponsor the 2025 Explore Minnesota Tourism Conference
Conference sponsorships are a fantastic opportunity to promote your business while connecting with hundreds of tourism and industry professionals from across the state. The Tourism Conference offers valuable opportunities to reach in-person and virtual attendees with sponsor recognition and engagement throughout the conference.
Sponsorships are available on a first-come, first-served basis and must be paid in full by Feb. 10. Sponsored brand activations and additional visibility opportunities may also be available at the Minneapolis Convention Center during this event. Please contact Michael Hernandez at 651-757-1876 or michael.hernandez@state.mn.us to learn more.
Apply for a Scholarship for the 2025 Tourism Conference
Explore Minnesota invites post-secondary students and members of Tribal Nations to the 2025 Explore Minnesota Tourism Conference through our Scholarship Programs. Scholarships provide an opportunity for education and connection to Minnesota's leisure and hospitality industry, and each scholarship recipient will be matched with an industry mentor.
Those attending through a Scholarship Program will receive complimentary registration and mileage reimbursement. The deadline to apply for all programs is Monday, Jan. 13.
Apply now:
Great Lakes Indigenous Farming Conference Call for Presenters
Join the Great Lakes Indigenous Farming Conference, March 6-9 in Cohasset as we build and renew relationships while working towards a more sustainable farming community. Presenters will have the chance to share their insights and best practices, while attendees can engage in valuable sessions and learn from others. We invite you to be a part of this enriching experience, whether by sharing your knowledge or soaking up the wisdom of others.
Consider presenting at the conference to share your knowledge, your insights can help strengthen our community of Indigenous farmers and contribute to a network that fosters a more sustainable way of life.
Submit a proposal here: 2025 GLIFC Presenter Proposal or for more information email ifc@welrp.org.
Upcoming Industry Webinars
- U.S. Travel Association, 2025 Economic Forecast Webinar, Jan. 8, 1 p.m.
- Goldcast, The 2025 State of AI in B2B Video Marketing, Jan. 9, 1 p.m.
- Marketing Profs, Email Marketing Friday Forum, Jan. 10, 10:30 a.m.
- Implan, Core Data Release Live Q & A, Jan. 14, noon
- On24, Marketing Predictions for 2025, Jan. 14, 1 p.m.
- Federal Reserve Bank of Minneapolis, 2025 Regional Economic Conditions Conference (virtual event), Jan. 15, 9 a.m.
- AIANTA, Leveraging Outdoor Writers for Indigenous Tourism, Jan. 28, 11 a.m.
- U.S. Travel Association, 2025 Economic Forecast Webinar, Jan. 8, 1 p.m.
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December 30, 2024
Hocokata TI Cultural Center, Shakopee / Credit: Paul Vincent Order Your 2025 Explore Minnesota Travel Guide(s)
The new 2025 Explore Minnesota Travel Guides are now being shipped. Consumers can order free guides on exploreminnesota.com and we invite businesses, organizations and DMOs to submit requests for bulk orders. There are 40 guides per box.
These new guides feature the latest travel itineraries created as part of our Star of the North campaign, including long-form videos on our website. We’re also highlighting Voyageurs National Park as it celebrates its 50th anniversary in 2025.
Thanks to everyone who supported the new guide with content, photos, and/or advertising. With your support, we’re able to reach a greater audience.
Join Explore Minnesota’s Virtual Director’s Forum
Join Explore Minnesota’s Virtual Executive Director’s Forum on Tuesday, Jan. 7 at 1 p.m. CST.
This meeting is an opportunity for industry stakeholders to engage with Explore Minnesota staff and discuss various topics, including the upcoming legislative session.
Questions? Please contact Marya Barsanti, Executive Aide, Explore Minnesota, marya.e.barsanti@state.mn.us.
Click here to join the meeting.
Save the Date for Explore Minnesota Film Town Hall
Join Explore Minnesota Film on Wednesday, Jan. 8, 2025, from 6:30 to 8:30 p.m. at Tasty Lighting Supply in Minneapolis for an industry town hall to learn how this new office will advance the film production industry in Minnesota.
We'll discuss the state of the industry in Minnesota for the coming year, covering important topics such as new guidelines for the Film Production Tax Credit, the role of a state film office, new initiatives planned, and the marketing and promotion of Minnesota as a production location.
Presenter Melodie Bahan, Explore Minnesota Film Deputy Director, will be joined by staff members Sarah Gebeke, Production Liaison, and Jill Johansen, Incentives Specialist, to provide information and answer any questions.
Join in-person or online; the live stream link will be sent on Jan. 7.
View the 2025 Explore Minnesota Tourism Conference Schedule
Whether you lead a team large or small, the 2025 Explore Minnesota Tourism Conference is the place to discover fresh and actionable ideas and takeaways you can implement right away. View the conference schedule now.
The Tourism Conference will be held at the Minneapolis Convention Center on Tuesday, Feb. 18 and Wednesday, Feb. 19, 2025. This 1-½ day educational conference includes a line-up of tourism and hospitality industry experts delivering timely and thought-provoking topics relevant to today’s travel industry. Attending the in-person event is $250 per person and a virtual option is also available.
Become a Sponsor of the 2025 Explore Minnesota Tourism Conference
Conference sponsorships are a fantastic opportunity to promote your business while connecting with hundreds of tourism professionals from across the state. The Tourism Conference offers valuable opportunities to reach in-person and virtual attendees with sponsor recognition and engagement throughout the conference.
Sponsorships are available on a first-come, first-served basis and must be paid in full by Feb. 10, 2025. Sponsored brand activations and additional visibility opportunities may also be available at the Minneapolis Convention Center during this event. Please contact Michael Hernandez at 651-757-1876 or michael.hernandez@state.mn.us to learn more.
Scholarships Available for the 2025 Tourism Conference
Explore Minnesota invites post-secondary students and members of Tribal Nations to the 2025 Explore Minnesota Tourism Conference through our Scholarship Programs. Scholarships provide an opportunity for education and connection to Minnesota's leisure and hospitality industry, and each scholarship recipient will be matched with an industry mentor.
Those attending through a Scholarship Program will receive complimentary registration and mileage reimbursement. The deadline to apply for all programs is Monday, Jan. 13, 2025.
Apply now:
Enjoy a First Day Hike at a Minnesota State Park
First Day Hikes will take place at 10 Minnesota state parks on Wednesday, Jan. 1, as part of a nationwide effort to connect people to the outdoors. In an initiative spearheaded by the America’s State Parks organization, hikers in all 50 states will welcome the new year with an outdoor hike, exercising and connecting with nature.
While there is no participation fee for the First Day Hikes, a vehicle permit ($7 per day or $35 for a year) is required to enter Minnesota state parks and recreation areas. Visitors can save time and purchase permits in advance on the state park vehicle permits webpage, or buy a permit in person during open hours at park ranger stations.
Minnesota’s First Day Hikes will be held at Blue Mounds, Fort Snelling, Jay Cooke, Lake Bemidji, Maplewood, Minneopa, Nerstrand-Big Woods, Sibley, Whitewater and Wild River state parks. There is no participation fee, but some of the hikes require advance registration. Find details about these First Day Hikes at the Minnesota Department of Natural Resource’s First Day Hikes webpage.
Announcing the RSDP Call for Ideas
The Regional Sustainable Development Partnerships (RSDP) call for ideas is now open for submissions.
RSDP supports local innovation across rural Minnesota by connecting community ideas to University of Minnesota resources in four focus areas: natural resources, clean energy, agriculture and food systems and resilient communities. Community members work on diverse project teams that research, design and plan local sustainability projects with University students, faculty and staff.
Project ideas are being accepted through Feb. 14, and can be submitted online.
Save the Date for Destination Capitol Hill
Join U.S. Travel on April 1-2, 2025, in Washington, D.C. for the industry’s premier legislative fly-in. Destination Capitol Hill (DCH) brings together hundreds of travel industry leaders to meet face-to-face with policymakers, advocate for key legislative priorities and showcase travel’s essential impact on communities and economies nationwide. The program includes an afternoon of advocacy training, influential guest speakers and valuable networking opportunities, followed by a day dedicated to legislative meetings on Capitol Hill.
Upcoming Industry Webinars
- U.S. Travel Association, 2025 Economic Forecast Webinar, Jan. 8, 1 p.m.
- Goldcast, The 2025 State of AI in B2B Video Marketing, Jan. 9, 1 p.m.
- Marketing Profs, Email Marketing Friday Forum, Jan. 10, 10:30 a.m.
- Implan, Core Data Release Live Q & A, Jan. 14, noon
- Federal Reserve Bank of Minneapolis, 2025 Regional Economic Conditions Conference (virtual event), Jan. 15, 9 a.m.
- U.S. Travel Association, 2025 Economic Forecast Webinar, Jan. 8, 1 p.m.
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December 23, 2024
Dark skies and treetops, Boundary Waters Canoe Area Wilderness / Credit: Paul Vincent 2025 Explore Minnesota Tourism Conference Schedule Now Available
Whether you lead a team large or small, the 2025 Explore Minnesota Tourism Conference is the place to discover fresh and actionable ideas and takeaways you can implement right away. View the conference schedule now.
The Tourism Conference will be held at the Minneapolis Convention Center on Tuesday, Feb. 18 and Wednesday, Feb. 19, 2025. This 1-½ day educational conference includes a line-up of tourism and hospitality industry experts delivering timely and thought-provoking topics relevant to today’s travel industry. Attending the in-person event is $250 per person and a virtual option is also available.
Register online today!
Sponsorships Available for the 2025 Explore Minnesota Tourism Conference
Conference sponsorships are a fantastic opportunity to promote your business while connecting with hundreds of tourism professionals from across the state. The Tourism Conference offers valuable opportunities to reach in-person and virtual attendees with sponsor recognition and engagement throughout the conference.
Sponsorships are available on a first-come, first-served basis and must be paid in full by Feb. 10, 2025. Sponsored brand activations and additional visibility opportunities may also be available at the Minneapolis Convention Center during this event. Please contact Michael Hernandez at 651-757-1876 or michael.hernandez@state.mn.us to learn more.
Tourism Conference Scholarships Available
Explore Minnesota invites post-secondary students and members of Tribal Nations to the 2025 Explore Minnesota Tourism Conference through our Scholarship Programs. Scholarships provide an opportunity for education and connection to Minnesota's leisure and hospitality industry, and each scholarship recipient will be matched with an industry mentor.
Those attending through a Scholarship Program will receive complimentary registration and mileage reimbursement. The deadline to apply for all programs is Monday, Jan. 13, 2025.
Apply now:
Multicultural and Diversity Targeted Advertising Co-op Available
This new Explore Minnesota co-op integrates diversity in digital advertising one ad dollar at a time. We're teaming up with Orange142 to help support your DEI and multicultural marketing goals. Orange142 has over 40 data integrations within its advertising platform that can be utilized to build audience personas and advertising targeting segments for various multicultural audiences and demographics.
In collaboration with their sister company, Colossus SSP, they have exclusive access to multicultural and minority-owned websites, publishers and domains that can be leveraged to maximize digital advertising engagement and relevant reach. Explore Minnesota matches your investment between $2,000 and $5,000.
November Accommodations Performance Summary
November 2024 was a relatively flat month for Minnesota and Minneapolis-St. Paul metro area for year over year (YoY) key hotel performance metrics of occupancy, revenue per available room (RevPAR) and average daily rate (ADR).
At the state level, monthly hotel occupancy increased .2% YoY to 47.6%, ADR increased .7% YoY to $121.25 and RevPAR increased .9% YoY to $57.69. For reference, in November the total U.S. average occupancy was 59.4%, ADR was $152.70 and RevPAR was $90.66.
For the Minneapolis-Saint Paul area, November hotel occupancy was up 1.5% YoY to 50%, ADR was down 1.2% YoY to $122.64 and RevPAR was up .2% YoY to $61.30. In November, the average Top U.S. 25 U.S. Market hotel occupancy was 66.8%, ADR was $185.73 and RevPAR was $124.13.
Record Number of Holiday Travelers Expected to Close Out 2024
AAA projects over 119 million Americans are expected to hit the road or take to the skies this holiday season, surpassing pre-pandemic levels.
More travelers are interested in the travel experience, splurging on upgraded airfare, luxurious lodging and extended stays. The percentage of Americans planning trips lasting a week or more jumped from 25% in 2023 to 33% in 2024.
Young travelers are leading the way, with Gen Z accounting for 14% of planned trips this year, nearly double their share in 2023. Millennials are contributing to significant increases in both spending and travel frequency. This demographic is increasingly responsive to more convenient digital experiences such as mobile check-ins, contactless hotel access and personalized entertainment. As travel demand soars, the need to offer a seamless and secure experience is more critical than ever.
Looking ahead to Feb. 2025, U.S. Travel’s Commission on Seamless and Secure Travel will release its report, offering a bold vision to modernize and improve travel—while enhancing national security.
Read the full year-end forecast.
Save the Date for U. S. Travel Association ESTO
U.S. Travel’s ESTO is where destination marketers come together to spark innovation, share bold ideas and bring actionable insights home. Join ESTO 2025, the premier destination marketing forum, in Phoenix, Arizona, Aug. 17–19, 2025.
U.S. Travel is looking for brand and marketing trailblazers, thought leaders and innovators to help lead the conversation. ESTO 2025’s Call for Content opens Tuesday, Jan. 7, 2025; it’s your chance to share expertise and inspire your peers.
View the requirements and plan ahead now.
Upcoming Industry Webinars
- U.S. Travel Association, 2025 Economic Forecast Webinar, Jan. 8, 1 p.m.
- Goldcast, The 2025 State of AI in B2B Video Marketing, Jan. 9, 1 p.m.
- Marketing Profs, Email Marketing Friday Forum, Jan. 10, 10:30 a.m.
- Implan, Core Data Release Live Q & A, Jan. 14, noon
- Federal Reserve Bank of Minneapolis, 2025 Regional Economic Conditions Conference (virtual event), Jan. 15, 9 a.m.
- U.S. Travel Association, 2025 Economic Forecast Webinar, Jan. 8, 1 p.m.
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December 16, 2024
Canadian Pacific Holiday Train Explore Minnesota Reports Record-Breaking Tourism Growth in 2023
Explore Minnesota has released its 2023 tourism industry research findings, revealing a historic year for Minnesota tourism. Visitor spending reached a record $14.1 billion in 2023, marking an increase of $1 billion over 2022 and surpassing pre-pandemic levels in 2019 by 7.8%. Minnesota also welcomed 80.2 million visitors in 2023, a 4.6% increase from the prior year.
Key Findings from Explore Minnesota's 2023 Tourism Research:
- 80.2 million total visitors: A 4.6% year-over-year increase and 3.9% above pre-pandemic levels.
- $14.1 billion in visitor spending: Up 8.0% from 2022 and 7.8% above pre-pandemic levels in 2019.
- $24.2 billion in total economic impact: Driven by robust spending across lodging, transportation, recreation and other sectors.
- 180,473 jobs generated: Supported by $8.1 billion in labor income.
- $2.3 billion in state and local tax revenues: Directly benefiting Minnesota communities.
New County-Level 2023 Tourism Impact Data Now Available
Explore Minnesota partners with Tourism Economics to quantify the economic impact of Minnesota’s visitor economy through a comprehensive model that captures the far-reaching impacts of visitor spending. State-level 2023 impacts were shared several months ago, and new county-level impacts are now ready for DMOs and other industry partners.
The free-to-download Minnesota County Table includes two key data types.The MN’23 Impacts tab contains direct, indirect and induced, as well as total spending, employment, labor income, state taxes and local taxes data for all 87 counties.There are separate annual tabs for 2019 through 2023 with county-level information focused on total visitor spend and spend for six sub-categories.
When Explore Minnesota presents to the legislature and other stakeholders about the value of tourism, visitor spending, employment and tax data are key pieces that tell that story. To get data that will help highlight the importance of tourism for your community, go to the Tourism & The Economy page of the Industry website and download the County Table.
Minnesota state and county-level Leisure & Hospitality (L&H) 2023 data from the MN Department of Revenue will be available in early 2025. Tourism economic impact and L&H data vary due to different definitions and approaches. While L&H hospitality data collects all sales, tourism economic impact data reflects activity from visitors who travel more than 50 miles from their home. For example, if you were to buy lunch at a café two miles from your home, this sale is included in L&H data. However, it is not captured in Tourism Economics visitor spend. Explore Minnesota is shifting focus to visitor economic impact data as it better reflects the effects of tourism.
Contact Gretchen Nussbaum, Explore Minnesota Research Analyst with questions, gretchen.nussbaum@state.mn.us.
Explore Minnesota Welcomes Back Miss Shannan Paul to the Tourism Conference
Explore Minnesota is excited to welcome back the talented Miss Shannan Paul as emcee of the 2025 Annual Tourism Conference. Miss Shannan is a comedian, corporate speaker, voice actor and event emcee who uses humor to connect, uplift, and inspire. Known for her relatable comedy, she’s been named "Best Stand-up Comedian" by City Pages and has appeared on "Nick Mom’s Night Out" and "Laughs TV."
The 2025 Explore Minnesota Tourism Conference will be held at the Minneapolis Convention Center on Tuesday, Feb. 18 and Wednesday, Feb. 19, 2025. The 1½-day conference will offer both in-person and virtual options for select presentations.
This annual event is tailored specifically for the Minnesota tourism industry and features national keynote speakers, topical breakout sessions, networking opportunities and plenty of fresh and actionable ideas. The cost to attend the in-person 1½-day conference is $250 per person, and a virtual option is available,
Sponsorships Available for the 2025 Explore Minnesota Tourism Conference
Sponsorships are a fantastic opportunity to promote your business while connecting with hundreds of tourism professionals from across the state. The conference offers valuable opportunities to reach in-person and virtual attendees with sponsor recognition and engagement throughout the conference.
Sponsorships are available on a first-come, first-served basis and must be paid in full by Feb. 10, 2025. Sponsored brand activations and additional visibility opportunities may also be available at the Minneapolis Convention Center during this event. Please contact Michael Hernandez at 651-757-1876 or michael.hernandez@state.mn.us to learn more.
Become an Industry Mentor for the Explore Minnesota Tourism Conference
Are you a tourism industry leader looking to share your experience with a future tourism professional? Apply today to become a Tourism Conference Mentor. The Tourism Conference Mentorship Program is an opportunity to mentor post-secondary students and/or members of Tribal Nations during the 2025 Tourism Conference. The mentorship program gives scholarship recipients an opportunity to learn about the industry, develop skills and network.
Mentorship is open to any professional in Minnesota's travel and tourism industry with at least three years of experience. Applications are accepted now through Jan. 13, 2025.
Mentors who are selected will receive:
- Complimentary conference registration
- Mileage reimbursement (at the standard Federal Rate)
Tourism Conference Scholarships Available
Explore Minnesota invites post-secondary students and members of Tribal Nations to the 2025 Explore Minnesota Tourism Conference through our Scholarship Program. Scholarships provide an opportunity for education and connection to Minnesota's leisure and hospitality industry, and each scholarship recipient will be matched with an industry mentor.
Those attending through the Scholarship Program will receive complimentary registration and mileage reimbursement.
The deadline to apply for all programs is Monday, Jan. 13, 2025.
Apply now:
Save the Date for Explore Minnesota Film Town Hall
Join Explore Minnesota Film on Wednesday, Jan. 8, 2025, from 6:30 to 8:30 p.m. at Tasty Lighting Supply in Minneapolis for an industry town hall to learn how this new office will advance the production industry in Minnesota.
We’ll discuss the state of the industry in Minnesota for the coming year, covering important topics such as new guidelines for the Film Production Tax Credit, the role of a state film office, new initiatives planned, and the marketing and promotion of Minnesota as a location.
Presenter Melodie Bahan, Explore Minnesota Film Deputy Director, will be joined by the staff, Sarah Gebeke, Production Liaison, and Jill Johansen, Incentives Specialist, to provide information and answer any questions.
Join in-person or online; the live stream link will be sent on Jan. 7, 2025.
New Constellation Series Merchandise Available
Check out the new Constellations T-Shirt Series at Explore Minnesota’s Star of the North Shop. Profits from these sales go right back to promoting Minnesota! Be sure to check at the shop frequently and follow our social media channels for new product releases.
Tune in for New Episodes of Explore Minnesota More Podcast
If you love Minnesota outdoors and want to learn more about the people responsible for Minnesota's tradition of excellence in outdoor recreation, check out the Explore Minnesota More podcast. Every other Thursday, Explore Minnesota More features the stories of the people building the outdoor experience in our state.
If you have any ideas for subjects we should consider covering, please email podcast ideas to Randolph Briley, Deputy Director of Outdoor Recreation, randolph.briley@state.mn.us.
First-Come, First-Served Seats to be Offered for 2025 DNR Roundtable
The Minnesota Department of Natural Resources’ Roundtable, an annual gathering of conservation partners to discuss fisheries, wildlife, and ecological and water resource topics and encourage partnership, will again include a no-cost, open registration opportunity.
The 2025 DNR Roundtable will be held Friday, Jan. 10, 2025. The opportunity to register for one of a limited number of first-come, first-served slots will open at noon on Tuesday, Dec. 10, 2024. At that time, a registration link will go live on the DNR’s Roundtable webpage.
The 2025 Roundtable will include a mix of important topics over the course of the day and an informal early evening reception. Program details will be available closer to the event.
Upcoming Industry Webinars
- Implan, 2023 Data Release, Dec. 17, noon
- U.S. Travel Association, 2025 Economic Forecast Webinar, Jan. 8, 1 p.m.
- Goldcast, The 2025 State of AI in B2B Video Marketing, Jan. 9, 1 p.m.
- Federal Reserve Bank of Minneapolis, 2025 Regional Economic Conditions Conference (virtual event), Jan. 15, 9 a.m.
- 80.2 million total visitors: A 4.6% year-over-year increase and 3.9% above pre-pandemic levels.
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December 9, 2024
Wool Scarves in The Mill Shop, Faribault / Photo Credit: Kelly Nygaard Explore Minnesota's FY2024 Annual Report Available Now
Explore Minnesota's Annual report from fiscal year 2024 is now available on the Explore Minnesota Tourism Industry website. Highlights include the successful launch of the Star of the North campaign, one-time funding for new initiatives such as recovery grants for destination marketing organizations (DMOs) and an increase in promoting Minnesota's outdoor recreational activities through the Outdoor Industry Partnership (ORIP).
View the FY2024 Annual Report.
Minnesota's Outdoor Recreation Economy Shows Resilience with Steady Growth
Outdoor recreation in Minnesota's unique natural spaces continues to grow as a driver of economic activity and jobs in the state. New federal data released by the Bureau of Economic Analysis (BEA) shows the outdoor recreation economy generated $13.5 billion in value added to the state's economy in 2023, demonstrating the sector's continued strength and impact.
The outdoor recreation economy in the United States continues to outperform the overall economy in several key metrics, despite economic fluctuations and market adjustments following the pandemic. Data indicates that participation in various outdoor activities has increased, along with a rise in related industries, including arts, entertainment, general recreation, accommodation, and food services. The report indicates that Minnesota's outdoor recreation sector has experienced modest yet strong, stable growth, with a 10.5% increase in value-added from 2022. This growth supports nearly 96,000 jobs and generates $5.9 billion in wages and compensation. Some manufacturers and retailers in Minnesota face challenges in moving inventory due to the current economic climate. Still, this growth highlights the sector's resilience and its crucial role in the state's economic landscape.
Key findings for Minnesota include:
- Boating and fishing remain dominant activities, generating over $1.1 billion in value-added to the state's economy.
- RVing contributed $528 million to the state's economy.
- Hunting, shooting, and trapping activities generated $554 million.
- Snow activities produced $238 million in value-added dollars to the state's economy.
Nationwide, the outdoor recreation economy has generated over $1.2 trillion in economic output and created five million jobs This marks another year of growth, demonstrating the market's resilience and significance for state economies. The average compensation per wage-and-salary job in Minnesota's outdoor recreation industries was more than $61,000 in 2023, illustrating the sector's ability to create quality jobs across urban and rural communities.
For more information about Minnesota's outdoor recreation economy, visit BEA Outdoor Recreation Satellite Account.
MN Slopes Partnership Kicks Off
Explore Minnesota and the Minnesota Ski Areas Association have teamed up once again to promote Minnesota's downhill skiing and snowboarding areas throughout Minnesota through the end of the season. The Minnesota Slopes partnership aims to create awareness and generate travel to Minnesota ski areas and destinations throughout the winter. Additionally, the partners aim to increase website & social traffic, provide travel ideas and resources for consumers to plan their ski trips and getaways, encourage healthy lifestyles, and inspire travelers to experience new winter outdoor recreation activities.
Prospective skiing/boarding enthusiasts are targeted through a multimedia marketing approach, including KARE 11 sponsored ski reports, TV spots, Premion-Over the Top streaming TV, weather sponsorships, Orange142 travel intent digital and native ads, video instream, and a variety of partner communications.
Minnesota destinations and ski areas are encouraged to promote the MN Slopes campaign by sharing Explore Minnesota's social posts, including the MN Slopes logo and banner ads on your websites and newsletters, and displaying the posters and videos.
If you have questions about the Minnesota Slopes partnership, please contact Glori Woolley, glori.woolley@state.mn.us or 651-757-1869.
Workforce Attraction Campaign Adds Two New Resident Stories; Successfully Increases Awareness of Minnesota
Explore Minnesota launched the first-of-its-kind tourism, workforce attraction and livability marketing campaign in March 2024 with a series of unscripted, documentary-style videos, new advertising and website content. This past summer, Explore Minnesota conducted studies to understand the impact of these campaigns. Third-party reporting on the campaign is now available and found that:
- The campaign contributed to an overall lift in Minnesota's rating as a good place to live and work. An "Excellent" rating for the state more than doubled, indicating that this campaign had strong, positive impacts on the perception of the state.
- Specifically, those surveyed had a high awareness of Minnesota as a place with "access to nature and outdoor spaces," which was lifted higher after seeing the campaign ads.
- The campaign also drove the largest lift in awareness for Minnesota as a "place where I can see myself living happily for a long time" for those surveyed.
As an extension of the agency's workforce attraction and livability marketing campaign, the initiative also added two new stories of newcomers to the state. Both individuals came for a job opportunity and stayed because of the access to the high quality of life.
The first story highlights Cherisse, a clinical laboratory geneticist at Mayo Clinic. Originally from the Bahamas, she moved to Minnesota for school, and she now calls Rochester home. The second story features Ursula, a teacher at Carver Elementary School in Maplewood. She moved from Florida to Minnesota and has found endless opportunities for adventure, no matter the season. Like our tourism campaign, these stories echo the incredible culture, highlighting the natural beauty and activities our state has to offer.
Learn more about the Star of the North workforce attraction campaign.
Save the Date for Explore Minnesota Film Town Hall
Join Explore Minnesota Film on Wednesday, Jan. 8, 2025, from 6:30 to 8:30 p.m. at Tasty Lighting Supply in Minneapolis for an industry town hall to learn how this new office will advance the production industry in Minnesota.
We'll discuss the state of the industry in Minnesota for the coming year, covering important topics such as new guidelines for the Film Production Tax Credit, the role of a state film office, new initiatives planned, and the marketing and promotion of Minnesota as a production location.
Presenter Melodie Bahan, Explore Minnesota Film Deputy Director, will be joined by the staff, Sarah Gebeke, Production Liaison, and Jill Johansen, Incentives Specialist, to provide information and answer any questions.
Join in-person or online; the live stream link will be sent on Jan. 7.
Register Now for the 2025 Explore Minnesota Tourism Conference
The 2025 Explore Minnesota Tourism Conference will be held at the Minneapolis Convention Center on Tuesday, Feb. 18 and Wednesday, Feb. 19, 2025. The 1½-day conference will offer both in-person and virtual options (for select presentations).
This annual educational event is tailored specifically for the Minnesota tourism industry and features national keynote speakers, topical breakout sessions, networking opportunities and plenty of fresh and actionable ideas.
Registration for in-person and virtual attendance is now open. The cost to attend the in-person 1½-day conference is $250 per person. Virtual attendance is free, but registration is required in advance to receive the link to the live broadcast.
Last Call for Explore Minnesota Tourism Award Nominations
Help us celebrate the outstanding people, marketing and initiatives that make Minnesota a premier travel destination by submitting a nomination for the Explore Minnesota Tourism Awards. The deadline for Tourism Award nominations will end this week on Friday, Dec. 13.
Award categories include:
- Outstanding Marketing Campaign
- Social Media Excellence
- Outstanding Video
- Best Destination Website
- One Minnesota Award
- Emerging Leader
The eligibility period for each award is Jan. 1- Dec. 31, 2024. Awards will be presented at the 2025 Explore Minnesota Tourism Conference. Learn more and submit your nominations.
Sponsorships Now Available for the 2025 Explore Minnesota Tourism Conference
Sponsorships are a fantastic opportunity to promote your business while connecting with hundreds of tourism professionals from across the state. The conference offers valuable opportunities to reach in-person and virtual attendees with sponsor recognition and engagement throughout the conference.
Sponsorships are secured on a first-come, first-served basis and must be paid in full by Feb. 10, 2025. Sponsored brand activations and additional visibility opportunities may also be available. Please contact Michael Hernandez at 651-757-1876 or michael.hernandez@state.mn.us to learn more.
Tourism Conference Scholarships and Mentorship Applications Available
Explore Minnesota invites post-secondary students and members of Tribal Nations to the Tourism Conference through our Scholarship Program. Conference scholarships provide an opportunity for education and connection to Minnesota's leisure and hospitality industry, and each scholarship recipient will be matched with an industry mentor
The industry Mentorship Program seeks Minnesota travel and tourism professionals to be matched with Scholarship Program recipients at the 2025 Explore Minnesota Tourism Conference.
Those attending through the Scholarship or Mentorship Program will receive complimentary in-person registration and mileage reimbursement.
The deadline to apply for all programs is Monday, Jan. 13, 2025.
Apply now:
Upcoming Industry Webinars
- Future Partners, The State of the American Traveler Survey Findings – December 2024, Dec. 11, 10 a.m.
- Miles Partnership, The Year in Review and the Year Ahead, Dec. 12, 10 a.m.
- StackAdapt, 2025 Marketing Trends, Dec. 13, 10:30 a.m.
- Boating and fishing remain dominant activities, generating over $1.1 billion in value-added to the state's economy.
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December 2, 2024
Night We Light Parade, Bemidji / Photo Credit: Visit Bemidji Last Chance to Apply for Funds from FY25 Recovery Grant
This is the final reminder for Non-profit Destination Marketing Organizations (DMOs) to apply for funds from the FY25 Recovery Grant, the closing date is this week, Friday, Dec. 6, 2024, at 4 p.m. CST.
The FY25 Recovery Grant application, webinar recording, grant guidelines and FAQ's are posted on the industry website.
Contact your regional industry relations representative with questions.
Pre-Order the 2025 Explore Minnesota Travel Guide
Starting in January, we invite businesses, organizations, and DMOs to submit requests for bulk orders of the 2025 State Travel Guide for use throughout the coming year. Bulk orders will be shipped in January with 40 guides per box. Please request the quantity you estimate to need for the coming year. Single orders will continue to ship to individuals who request a travel guide on exploreminnesota.com.
These new guides highlight Voyageurs National Park as it celebrates its 50th Anniversary in 2025, and feature travel itineraries created as part of our Star of the North campaign, including QR codes that direct to longform videos on our website. Thank you to all of the advertisers and writers who contributed content and photos to the new guide! With your support, we will reach a greater audience.
Register Now for the 2025 Explore Minnesota Tourism Conference
The 2025 Explore Minnesota Tourism Conference will be held at the Minneapolis Convention Center on Tuesday, Feb. 18 and Wednesday, Feb. 19, 2025. The 1½-day conference will offer both in-person and virtual options for select presentations.
This annual event is tailored specifically for the Minnesota tourism industry and features national keynote speakers, topical breakout sessions, networking opportunities and plenty of fresh and actionable ideas.
Registration for in-person and virtual attendance is now open. The cost to attend the in-person 1½-day conference is $250 per person. Virtual attendance is free, but registration is required to receive the link to the live broadcast.
Deadline Approaching for Explore Minnesota Tourism Award Nominations
Help us celebrate the outstanding people, marketing and initiatives that make Minnesota a premier travel destination by submitting a nomination for the Explore Minnesota Tourism Awards. The deadline for Tourism Award nominations will end on Friday, Dec. 13.
Award categories include:
- Outstanding Marketing Campaign
- Social Media Excellence
- Outstanding Video
- Best Destination Website
- One Minnesota Award
- Emerging Leader
The eligibility period for each award is Jan. 1- Dec. 31, 2024. Awards will be presented at the 2025 Explore Minnesota Tourism Conference.
Learn more and submit your nominations.
Sponsorships Now Available for the 2025 Explore Minnesota Tourism Conference
Sponsorships are a fantastic opportunity to promote your business while connecting with hundreds of tourism professionals from across the state. The conference offers valuable opportunities to reach in-person and virtual attendees with sponsor recognition and engagement throughout the conference.
Sponsorships are secured on a first-come, first-served basis and must be paid in full by Feb. 10, 2025. Sponsored brand activations and additional visibility opportunities may also be available. Please contact Michael Hernandez at 651-757-1876 or michael.hernandez@state.mn.us to learn more.
Tourism Conference Scholarships and Mentorship Applications Available
Explore Minnesota invites post-secondary students and members of Tribal Nations to the Tourism Conference through our Scholarship Program. Scholarships provide an opportunity for education and connection to Minnesota's leisure and hospitality industry, and each scholarship recipient will be matched with an industry mentor
The Mentorship Program seeks Minnesota travel and tourism professionals to be matched with Scholarship Program recipients at the 2025 Explore Minnesota Tourism Conference.
Those attending through the Scholarship or Mentorship Program will receive complimentary registration and mileage reimbursement.
The deadline to apply for all programs is Monday, Jan. 13, 2025.
Apply now:
U of M Extension Offering Agritourism Planning Workshops
Do you have an agritourism business idea but are unsure how to make it successful? Writing a business plan can dramatically increase the success of implementing your business ideas and goals. UMN Extension is hosting free virtual and in-person workshops to guide attendees through using the AgPlan online business planning software, a tool for creating a business plan to bring agritourism ideas to life.
Attend in-person in Brainerd on Dec. 5 or virtually on Jan. 28, 2025.
Minnesota DNR No Child Left Inside Grant Available Until Dec. 17
The Minnesota Department of Natural Resources is pleased to announce another phase of the No Child Left Inside grants. These grants help more children cast a line, study animal tracks, hike or bike, or engage in other activities to learn more about nature.
Public entities and nonprofit organizations serving youth younger than 18, including Tribal Nations, schools or governments, can apply for No Child Left Inside grants. A special category of grants in this phase is held for organizations working in metropolitan environmental justice areas and serving youth from non-native English-speaking communities.
The request for proposal is available on the Minnesota DNR website. Applications will be accepted until 2 p.m. Tuesday, Dec. 17.
For more information about the grant program, instructions for applying, and a link to the application, visit the No Child Left Inside grants webpage. Direct questions to outreachgrants.dnr@state.mn.us with "Grant Questions" in the subject line or call 888-646-6367.
Save the Date for 2025 Summer Resource Fair
Save the date for the 2025 Resource Fair, which will be held at Urban Air Adventures in Plymouth on Jan. 14 from 10 a.m. to 2 p.m. This event is designed for you to present your programs to these planners in person when they are planning summer trips. Community Education staff, City Park & Recreation Program staff, youth and adult education organizations attend the Summer Resource Fair to book summer field trips and activities.
Learn more and register online.
Upcoming Industry Webinars
- ON24, Pipeline Power Up: 5 Ways to Fuel Your Funnel with Webinars, Dec. 3, 1 p.m.
- Meltwater, Mastering Year-End Reporting: Proving Your PR & Marketing ROI, Dec. 5, noon
- ON24, 7 Unique Webinar Formats You Should Try in 2025, Dec. 5, 1 p.m.
- Future Partners, The State of the American Traveler Survey Findings – December 2024, Dec. 11, 10 a.m.
- Miles Partnership, The Year in Review and the Year Ahead, Dec. 12, 10 a.m.
- StackAdapt, 2025 Marketing Trends, Dec. 13, 10:30 a.m.
- Outstanding Marketing Campaign
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November 25, 2024
Poplar Haus - Gunflint Trail, Grand Marais / Photo Credit: Ryan Taylor Sponsorships Available for the 2025 Explore Minnesota Tourism Conference
Conference sponsorships are a fantastic opportunity to promote your business while connecting with tourism professionals from across the state. The 2025 Explore Minnesota Tourism Conference offers incredible opportunities for in-person and virtual attendees with sponsor recognition and engagement throughout the conference.
Sponsorships are secured on a first-come, first-served basis and must be paid in full by Feb. 10, 2025. Sponsored brand activations and additional visibility opportunities may be available at the 2025 Explore Minnesota Tourism Conference. Please contact Michael Hernandez at 651-757-1876 or michael.hernandez@state.mn.us to learn more.
Register Now for the 2025 Explore Minnesota Tourism Conference
The 2025 Explore Minnesota Tourism Conference will be held at the Minneapolis Convention Center on Tuesday, Feb. 18 and Wednesday, Feb. 19, 2025. The 1½-day conference will offer both in-person and virtual options for select presentations.
This annual event is tailored specifically for the Minnesota tourism industry and features national keynote speakers, topical breakout sessions, networking opportunities and plenty of fresh and actionable ideas.
Registration for in-person and virtual attendance is now open. The cost to attend the in-person 1½-day conference is $250 per person. Virtual attendance is free, but registration is required to receive the link to the live broadcast.
Deadline Approaching for Explore Minnesota Tourism Award Nominations
Less than three weeks remain to submit a nomination for the Explore Minnesota Tourism Awards. Nominations are open through Dec. 13, 2024.
Help us celebrate the outstanding people, marketing and initiatives that make Minnesota a premier travel destination by making a nomination for the Explore Minnesota Tourism Awards.
Award categories include:
- Outstanding Marketing Campaign
- Social Media Excellence
- Outstanding Video
- Best Destination Website
- One Minnesota Award
- Emerging Leader
The eligibility period for each award is Jan. 1- Dec. 31, 2024. Awards will be presented at the 2025 Explore Minnesota Tourism Conference. Watch Industry News in the coming weeks for the Conference dates and location announcement.
Learn more and submit your nominations.
Tourism Conference Scholarships and Mentorship Applications Available
Explore Minnesota invites post-secondary students and members of Tribal Nations to our annual Tourism Conference through our Scholarship Program. Scholarships provide an opportunity for education and connection to Minnesota's leisure and hospitality industry.
The Mentorship Program seeks Minnesota travel and tourism professionals to be matched with Scholarship Program recipients at the 2025 Explore Minnesota Tourism Conference.
Those attending through the Scholarship or Mentorship Program will receive complimentary registration and mileage reimbursement.
The deadline to apply is Monday, Jan. 13, 2025.
Apply now:
Milwaukee Magazine Debuts as New Co-op
Explore Minnesota is teaming up with Milwaukee Magazine to create an eight-page special section promoting Minnesota in the May 2025 issue and online at milwaukeemag.com. You can participate in the section through full, half or quarter-page ads that will be featured within custom content written by Milwaukee Magazine's Studio.
Milwaukee Magazine is a leading city and regional title in Wisconsin. They just received a National Award for General Excellence from the City and Regional Magazine Association. Milwaukee Magazine's readers are affluent, educated locals with disposable income and a high propensity to travel. Readers look to them when making travel and purchasing decisions.
Learn more about the Milwaukee Magazine co-op.
October Accommodations Performance Summary
Minnesota and Minneapolis-St. Paul area October 2024 hotel performance improved year over year (YoY) for the key performance metrics of occupancy, revenue per available room (RevPAR) and average daily rate (ADR).
At the state –level, monthly hotel occupancy increased 1.5% YoY to 61.4%, ADR increased 3.7% YoY to $139.69 and RevPAR increased 5.3% YoY to $85.81. For reference, in October the total U.S. average occupancy was 67.3%, ADR was $164.86 and RevPAR was $110.94.
For the Minneapolis-Saint Paul area, October hotel occupancy was up .7% YoY to 63.1%, ADR was up 2.8% YoY to $143.13 and RevPAR was up 3.6% YoY to $90.34. For reference, the average Top U.S. 25 U.S. Market hotel occupancy in October was 67.3%, ADR was $164.86 and RevPAR was $110.94.
National Survey Finds Travel Will Rise in the Coming Year Post Election Results
In the Nov. 2024 Longwoods International survey, leisure travelers were asked about the impact of U.S. election results on upcoming travel plans. In the coming year, 21% of respondents said they will travel more, and 8% said they will travel less within the U.S. Additionally, 7% of survey respondents said that they will travel more internationally, while 3% said they will take fewer international trips in the next year. A remaining 69% reported that election results will not impact their travel plans.
According to Longwoods, the boost in the intent to travel may be the result of increased optimism about the U.S. economy. In fact, 43% of travelers believe they will be better off in the next four years, versus 21% who think they will be worse off.
For more election-related research findings and general leisure travel trends, review the American Travel Sentiment Survey – Wave 91.
Online Customer Service Training Program Open for Enrollment
The University of Minnesota Tourism Center and Hospitality Minnesota are excited to launch the Online Customer Service training program. This asynchronous online program provides customer service training at the basic skill level, is free of charge to Minnesota residents.
The initiative was funded by the Minnesota Legislature. Per Sec. 116L98 of Minnesota Statutes, each program participant must answer a series of questions and sign an equal opportunity statement to access the online training program.
Please reach out to Dr. Xinyi Qian, qianx@umn.edu with any questions.
Upcoming Industry Webinars
- ON24, Pipeline Power Up: 5 Ways to Fuel Your Funnel with Webinars, Dec. 3, 1 p.m.
- Meltwater, Mastering Year-End Reporting: Proving Your PR & Marketing ROI, Dec. 5, noon
- ON24, 7 Unique Webinar Formats You Should Try in 2025, Dec. 5, 1 p.m.
- Future Partners, The State of the American Traveler Survey Findings – December 2024, Dec. 11, 10 a.m.
- Miles Partnership, The Year in Review and the Year Ahead, Dec. 12, 10 a.m.
- Outstanding Marketing Campaign
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November 18, 2024
Interstate State Park, Taylors Falls / Photo Credit: Paul Vincent Registration Open for 2025 Explore Minnesota Tourism Conference
The 2025 Explore Minnesota Tourism Conference will be held at the Minneapolis Convention Center, kicking off with a half-day session on Tuesday, February 18, followed by a full day of programming on Wednesday, February 19. The 1½-day conference will offer both in-person and virtual options for select presentations.
This annual event is tailored specifically for the Minnesota tourism industry and features national keynote speakers, topical breakout sessions, networking opportunities and plenty of fresh and actionable ideas.
Registration for in-person and virtual attendance is now open. The cost to attend the in-person 1½-day conference is $250 per person. Virtual attendance is free, but registration is required to receive the link to the live broadcast.
Scholarships and Mentorship Applications Now Open
Explore Minnesota invites students and members of Tribal Nations to the 2025 Explore Minnesota Tourism Conference through our Scholarship Program. Scholarships provide an opportunity for education and connection to Minnesota's leisure and hospitality industry.
The Mentorship Program seeks Minnesota travel and tourism professionals to be matched with Scholarship Program recipients at the 2025 Explore Minnesota Tourism Conference.
Those attending through the Scholarship or Mentorship Program will receive complimentary registration and mileage reimbursement.
The deadline to apply is Monday, Jan. 13, 2025.
Apply now:
Nominations Open for Explore Minnesota Tourism Awards
Celebrate the best of Minnesota tourism by submitting a nomination for the Explore Minnesota Tourism Awards. Help us celebrate the outstanding people, marketing and initiatives that make Minnesota a premier travel destination.
Award categories include:
- Outstanding Marketing Campaign
- Social Media Excellence
- Outstanding Video
- Best Destination Website
- One Minnesota Award
- Emerging Leader
The eligibility period for each award is Jan. 1- Dec. 31, 2024. Awards will be presented at the 2025 Explore Minnesota Tourism Conference. Watch Industry News in the coming weeks for the Conference dates and location announcement. Nominations are open through Dec. 13, 2024.
Learn more and submit your nominations.
Last Call to Add Your Luminary, Holiday, and Winter Events to ExploreMinnesota.com
The holidays are right around the corner. To have your luminary, holiday and winter events considered for inclusion in various Explore Minnesota communications, log into the Explore Minnesota extranet to update and/or create new listings by Friday, Nov. 22.
Please note that submitting an image with your event listing increases the likelihood of your event being featured in an upcoming newsletter or social media post. For technical assistance, contact our extranet team at tourism@state.mn.us.
Update your listing on the Explore Minnesota extranet.
Explore Minnesota Secures National Coverage for the Month of October
Explore Minnesota has secured the following media coverage for the month of October. Secured media coverage for the month, garnering 449,901,052 impressions and ad value equivalency of $104,886.72.
Highlights included Stacey Leasca's coverage of Anoka as the Halloween Capital of the world for Travel + Leisure and Cassandra Brooklyn's Sierra Club coverage of Minnesota's North Shore as one of the best places to go leaf peeping in fall.
- Cassandra Brooklyn, Sierra Club: Leaf Peeping for Hikers (UVPM: 439,377)
- Holly Riddle, Trazee Travel: Where to Travel in Minnesota This Fall (UVPM: 6,114)
- Bailey Berg, Fifty Grande: Don't Skip These National Park Gateway Cities (UVPM: 43,245)
- Julie Sprankles, Scary Mommy: 33 Halloween Towns Every Halloween Lover Should Put on Their Bucket List (UVPM: 979,656)
- Stacey Leasca, Travel + Leisure: This Small Town in Minnesota Is Called the 'Halloween Capital of the World' – With Spooky Ghost Tours and Haunted Bars (UVPM: 13,940,394)
- Michele Hermann, TimeOut: The best candy stores in the US (UVPM: 18,491,634)
- James Barrett, MSN: Avoid Tourists And Go To These Vacation Dupes Instead (UVPM: 122,001,325)
- Lydia Mansel, Travel + Leisure: This Lesser-visited National Park Has 500 Islands and 30 Lakes – and It's One of the Best Places to See the Northern Lights in the US (UVPM: 13,940,394)
- Vanita Salisbury, Thrillist: The Best Places to Travel in January (UVPM: 2,002,855)
- Brittany Anas, Forbes: 7 of the World's Scariest Haunted Places (UVPM: 99,621,955)
- Syndicated to MSN (UVPM: 122,001,325), CBS Minnesota (UVPM: 50,703,456), Minnesota Star Tribune (UVPM: 3,907,316), KMSP-TV (UVPM: 1,679,006) and Northern News Now (UVPM: 143,000)
- Syndicated to MSN (UVPM: 122,001,325), CBS Minnesota (UVPM: 50,703,456), Minnesota Star Tribune (UVPM: 3,907,316), KMSP-TV (UVPM: 1,679,006) and Northern News Now (UVPM: 143,000)
Shipping Update to Select Welcome Centers
Effective immediately, Explore Minnesota is unable to accept deliveries at the following locations:
- Fisher's Landing Welcome Center, 37174 US Hwy 2 SW, Fisher, MN 56723
- St. Cloud Welcome Center, 2651 U.S. Hwy 10 SE, St. Cloud, MN 56304
These two facilities are "Partner" Welcome Centers within our Welcome Center network. Our operating partners have informed us that they will no longer be staffed effective January 2025, so brochures will no longer be stocked at these locations. The welcome centers are in Minnesota Department of Transportation facilities that will remain open to the public as rest areas. Please note that all other Explore Minnesota Welcome Centers remain unaffected.
If you have any questions or need further assistance, please contact Julie Ramer, Explore Minnesota Welcome Centers Network Supervisor, at julie.ramer@state.mn.us or 651-539-5105.
2025 MSP Airport and Mall of America Brochure Programs Changes
In the past, Explore Minnesota staff has coordinated the brochure distribution programs on behalf of Minnesota's tourism industry at both the Minneapolis-St. Paul International Airport and Mall of America.
Effective Jan. 1, 2025, the distribution programs will be managed by the staff at MSP Airport and Mall of America, respectively. For information regarding participation in the 2025 brochure distribution programs, please contact:
MSP International Airport
John Hewitt, Travelers Assistance Operations Manager
John.Hewitt@mspmac.orgMall of America
Natasha Freimark, Senior Director Partnership Sales
Natasha.Freimark@moa.netGrants Available to Support Community Identity & Heritage Festivals
The Minnesota Humanities Center is offering grants of up to $50,000 to individuals and organizations that have a history of working with diverse cultural communities to support community events, music and jazz festivals, or cultural festivals for art installations, music, and other performances and activities that support festivals and events.
An applicant awarded a festival grant must demonstrate one of the following:
- Preserve and honor the cultural heritage of Minnesota
- Provide education and student outreach on cultural diversity
- Support the development of culturally diverse humanities programming, including arts programming, by individuals and organizations, or
- Empower communities in building identity and culture, including preserving and honoring communities whose Indigenous cultures are endangered or disappearing.
Festival grants are to be used in Minnesota for:
- Community events,
- Music and jazz festivals,
- Cultural festivals for art installations, music, and other performances and activities that support festivals and events.
Applications will be accepted on a rolling basis through May 30, 2025.
For more details and application instructions, visit the website.
Upcoming Industry Webinars
- IronHorse, From Signals to Strategy: Mastering the Modern Marketing Mix, Nov. 21, 1 p.m.
- Meltwater, 2025 Marketing Trends: Set Your Brand Up for Success, Nov. 21, 1 p.m.
- ON24, How to Design Your Webinars for Maximum Audience Engagement, Nov. 21, 1 p.m.
- ON24, Pipeline Power Up: 5 Ways to Fuel Your Funnel with Webinars, Dec. 3, 1 p.m.
- Miles Partnership, The Year in Review and the Year Ahead, Dec. 12, 10 a.m.
- Outstanding Marketing Campaign
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November 12, 2024
Split Rock Lighthouse State Park, Two Harbors / Photo Credit: Paul Vincent Explore Minnesota Kicks-off Winter Marketing Campaign
Our Star of the North winter campaign launched Nov. 11. The regional campaign highlights two new winter itineraries in central and southern Minnesota, and runs across digital and paid social channels, while our niche campaigns will connect with winter sports enthusiasts and performing arts fans nationwide.
Read more and view the winter spots.
Add Your Luminary, Holiday, and Winter Events to ExploreMinnesota.com
The holidays are right around the corner. To have your luminary, holiday and winter events considered for inclusion in various Explore Minnesota communications, log into the Explore Minnesota extranet to update and/or create new listings by Friday, Nov. 22.
Please note that submitting an image with your event listing increases the likelihood of your event being featured in an upcoming newsletter or social media post. For technical assistance, contact our extranet team at tourism@state.mn.us.
Update your listing on the Explore Minnesota extranet.
Funds Available for FY25 Recovery Grant
Grant funds are still available in the FY25 Recovery Grant program. Applications will be accepted until all funds are awarded or Dec. 6, 2024, at 4 p.m. CST.
Non-profit Destination Marketing Organizations (DMOs) are encouraged to apply now for the purpose of tourism marketing and promotion for the economic benefit of their communities.
The FY25 Recovery Grant application, webinar recording, grant guidelines and FAQ's are posted on the industry website.
Contact your regional industry relations representative with questions.
Nominations Open for Explore Minnesota Tourism Awards
Celebrate the best of Minnesota tourism by submitting a nomination for the Explore Minnesota Tourism Awards. Help us celebrate the outstanding people, marketing and initiatives that make Minnesota a premier travel destination.
Award categories include:
- Outstanding Marketing Campaign
- Social Media Excellence
- Outstanding Video
- Best Destination Website
- One Minnesota Award
- Emerging Leader
The eligibility period for each award is Jan. 1- Dec. 31, 2024. Awards will be presented at the 2025 Explore Minnesota Tourism Conference. Watch Industry News in the coming weeks for the Conference dates and location announcement. Nominations are open through Dec. 13, 2024.
Learn more and submit your nominations.
Shipping Update to Select Welcome Centers
Effective immediately, Explore Minnesota is unable to accept deliveries at the following locations:
- Fisher's Landing Welcome Center, 37174 US Hwy 2 SW, Fisher, MN 56723
- St. Cloud Welcome Center, 2651 U.S. Hwy 10 SE, St. Cloud, MN 56304
These two facilities are "Partner" Welcome Centers within our Welcome Center network. Our operating partners have informed us that they will no longer be staffed effective January 2025, so brochures will no longer be stocked at these locations. The welcome centers are in Minnesota Department of Transportation facilities that will remain open to the public as rest areas. Please note that all other Explore Minnesota Welcome Centers remain unaffected.
If you have any questions or need further assistance, please contact Julie Ramer, Explore Minnesota Welcome Centers Network Supervisor, at julie.ramer@state.mn.us or 651-539-5105.
2025 MSP Airport and Mall of America Brochure Programs Changes
In the past, Explore Minnesota staff has coordinated the brochure distribution programs on behalf of Minnesota's tourism industry at both the Minneapolis-St. Paul International Airport and Mall of America.
Effective Jan. 1, 2025, the distribution programs will be managed by the staff at MSP Airport and Mall of America, respectively. For information regarding participation in the 2025 brochure distribution programs, please contact:
MSP International Airport
John Hewitt, Travelers Assistance Operations Manager
John.Hewitt@mspmac.orgMall of America
Natasha Freimark, Senior Director Partnership Sales
Natasha.Freimark@moa.netRegistration Open for U.S. Travel Future of Travel Mobility Conference
Engage in exclusive dialogues with industry leaders, policymakers and cutting-edge experts across travel, transportation and aviation at U.S. Travel's Future of Travel Mobility conference on Nov. 20 in Washington, D.C.
This year's event will explore the public-private collaboration required to transform U.S. infrastructure, advance AI and emerging technologies and develop energy-diverse solutions that will reshape the travel landscape through the next decade and beyond.
Registration Open for 2025 Minnesota Organic Conference
Registration is now open for the 2025 Minnesota Organic Conference, an annual statewide conference that highlights organic agricultural practices. Hosted by the Minnesota Department of Agriculture (MDA), the two-day conference will take place Jan. 9-10, 2025, at the River's Edge Convention Center in St. Cloud.
The event will feature keynote speakers and more than 30 breakout sessions providing educational opportunities in areas like organic crop production, dairy, livestock, fruits and vegetables, marketing, and business. Attendees will also have access to an 80-booth trade show featuring information about relevant products and services.
Early-bird pricing is currently available for those who register by Dec. 2, after which prices will increase. Two-day, one-day, and student registration options are available. Full pricing details can be found on the Minnesota Organic Conference webpage.
For more information, visit the MDA's website.
Upcoming Industry Webinars
- Zartico, Introducing Digital Campaign Optimization, Nov. 18, 2 p.m.
- Miles Partnership and Future Partners, Stewardship & Sustainability Insights. Nov. 19, 2 p.m.
- IronHorse, From Signals to Strategy: Mastering the Modern Marketing Mix, Nov. 21, 1 p.m.
- Meltwater, 2025 Marketing Trends: Set Your Brand Up for Success, Nov. 21, 1 p.m.
- ON24, How to Design Your Webinars for Maximum Audience Engagement, Nov. 21, 1 p.m.
- ON24, Pipeline Power Up: 5 Ways to Fuel Your Funnel with Webinars, Dec. 3, 1 p.m.
- Miles Partnership, The Year in Review and the Year Ahead, Dec. 12, 10 a.m.
- Outstanding Marketing Campaign
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November 4, 2024
US Bank Stadium, Minneapolis / Photo Credit: Krivit Photography, Courtesy of Meet Minneapolis 2025 MSP Airport and Mall of America Brochure Programs Update
For many years, Explore Minnesota staff has coordinated the brochure distribution programs on behalf of Minnesota's tourism industry at both the Minneapolis-St. Paul International Airport and Mall of America. Effective Jan. 1, 2025, the staff at MSP Airport and Mall of America will manage the distribution programs, respectively.
For information regarding participation in the 2025 brochure distribution programs, please contact:
MSP International Airport
John Hewitt, Travelers Assistance Operations Manager
John.Hewitt@mspmac.orgMall of America
Natasha Freimark, Senior Director Partnership Sales
Natasha.Freimark@moa.netMinnesota Becomes Official Member of the Confluence of States
Minnesota and North Dakota have joined the Confluence of States, bringing the total number of member states to 20. The two Midwestern neighbors signed the Outdoor Recreation Industry Confluence Accords on Oct. 16 at the Outdoor Media Summit in Missoula, Montana.
This bipartisan initiative aims to support and grow the outdoor recreation economy, which contributes $1.1 trillion to the U.S. GDP and supports 5 million jobs nationwide. The Confluence Accords focus on five key areas: conservation, education, economic development, public health, and opportunity. With this expansion, the Confluence of States continues to strengthen its collaborative efforts in promoting sustainable outdoor recreation across the country.
Learn more about how Minnesota can benefit from membership in the Confluence.
Add Your Luminary, Holiday, and Winter Events to ExploreMinnesota.com
The holidays are right around the corner. To have your luminary, holiday and winter events considered for inclusion in various Explore Minnesota communications, log into the Explore Minnesota extranet to update and/or create new listings by Friday, Nov. 22.
Please note that submitting an image with your event listing increases the likelihood of your event being featured in an upcoming newsletter or social media post. For technical assistance, contact our extranet team at tourism@state.mn.us.
Update your listing on the Explore Minnesota extranet.
Star of the North Flannels Available for Order
Explore Minnesota is excited roll out new designs and merchandise in our online Star of the North Shop. Pre-order your very own Star of the North buffalo plaid flannel shirt. Perfect for long walks in a Minnesota prairie or a boreal forest. Get one for yourself, your team, or start checking off items on your holiday gift list. The profits go right back to promoting Minnesota!
Explore Minnesota Tourism Awards Open for Nominations
Celebrate the best of Minnesota tourism by submitting a nomination for the Explore Minnesota Tourism Awards. Help us celebrate the outstanding people, marketing and initiatives that make Minnesota a premier travel destination.
Award categories include:
- Outstanding Marketing Campaign
- Social Media Excellence
- Outstanding Video
- Best Destination Website
- One Minnesota Award
- Emerging Leader
The eligibility period for each award is Jan. 1 - Dec. 31, 2024. Awards will be presented at the 2025 Explore Minnesota Tourism Conference. Watch Industry News in the coming weeks for the Conference dates and location announcement. Nominations are open through Dec. 13, 2024.
Learn more and submit your nominations.
Join our Destination Update Series
Minnesota destination marketing organizations are invited to schedule a presentation about what's new and noteworthy in their communities to Explore Minnesota staff.
Destination Updates are held virtually the second Thursday of every month at 1:30 and 2 p.m. for 30 minutes - 20 minutes for a PowerPoint or other visual presentation and 10 minutes for open dialogue and Q&A.
Travel counselors, marketing, communications, and additional Explore Minnesota staff will attend the virtual destination update and keep your information top of mind for upcoming opportunities. Things to share include new destination developments, events, business and attraction updates and other newsworthy information.
For questions, please contact Michael Hernandez at michael.hernandez@state.mn.us.
Applications Open for Empowering Small Minnesota Communities Round 2
The Empowering Small Minnesota Communities (ESMC) program is a collaborative initiative with the University of Minnesota aimed at helping small communities effectively leverage federal, state, and local investments.
The application process for round 2 of the Empowering Small Minnesota Communities program is now open and accepting submissions until Nov. 15. The first step is to use this form to schedule a meeting with your ESMC team member to determine how ESMC may assist your community.
Save the Date for U of M 2025 Public Engagement Conference
The University of Minnesota Office for Public Engagement invites the University community and general public to the 2025 University of Minnesota Public Engagement Conference.
The daylong conference will showcase the variety of ways the University partners with communities, governments, non-profit organizations, business and industry in community-engaged teaching, research and outreach.
Save the date for Tuesday, March 18, 2025 at Coffman Memorial Union on the University's Twin Cities campus, registration details will be posted online.
Upcoming Industry Webinars
- Ortto, The Top Email Deliverability Tips You Shouldn't Follow and What to Do Instead, Nov. 7, 1 p.m.
- Miles Partnership, Stewardship & Sustainability Insights. Nov. 19, 2 p.m.
- Miles Partnership, The Year in Review and the Year Ahead, Dec. 12, 10 a.m.
- Outstanding Marketing Campaign
-
October 28, 2024
Halloween Pumpkin, Anoka / Photo Credit: Andrew Parks Mall of America Digital Display Advertising Co-op Open Now
Since opening its doors, Mall of America® has revolutionized the shopping experience for tens of millions of visitors a year. A leader in retail, entertainment and attractions, the Mall is one of the top tourist destinations in the country, the #1 tourist attraction in Minnesota, and a true global icon.
Through this digital display advertising co-op, you'll have the ability to reach Mall of America ® visitors via two options: digital vertical screens or digital directory screens. Both are Mall-wide activations, and the digital vertical screens option offers three price tiers to accommodate most tourism marketing budgets.
If you are interested, be sure to learn more on how you can participate.
September Accommodations Performance Summary
Minnesota and Minneapolis-St. Paul area Sept. 2024 hotel performance were lower year over year (YoY) for occupancy and revenue per available room (RevPAR), while YoY average daily rate (ADR) was up slightly.
At the state-level monthly hotel occupancy decreased 2.7% YoY to 62.2%, ADR increased .8% YoY to $139.96 and RevPAR decreased 5% YoY to $87.05. For reference, in September the total U.S. average occupancy was 64.6%, ADR was $162.63 and RevPAR was $105.04.
For the Minneapolis-Saint Paul area, Sept. hotel occupancy was down 6% YoY to 64.5%, ADR was up 1.2% YoY to $141.90 and RevPAR was down 4.8% YoY to $91.58. In Sept., the average Top U.S. 25 U.S. Market hotel occupancy was 64.6%, ADR was $162.63 and RevPAR was $105.04.
Add Your Luminary, Holiday, and Winter Events to ExploreMinnesota.com
The holidays are right around the corner. To have your luminary, holiday and winter events considered for inclusion in various Explore Minnesota communications, log into the Explore Minnesota extranet to update and/or create new listings by Friday, Nov. 22.
Please note that submitting an image with your event listing increases the likelihood of your event being featured in an upcoming newsletter or social media post. For technical assistance, contact our extranet team at tourism@state.mn.us.
Update your listing on the Explore Minnesota extranet.
Order Your Star of the North Flannel
Explore Minnesota is excited to roll out new designs and merchandise in our online Star of the North Shop. Pre-order your very own Star of the North buffalo plaid flannel shirt. Perfect for long walks in a Minnesota prairie or a boreal forest. Get one for yourself, your team, or start checking off items on your holiday gift list. The profits go right back to promoting Minnesota!
Nominations Open for the Explore Minnesota Tourism Awards
Celebrate the best of Minnesota tourism by submitting a nomination for the Explore Minnesota Tourism Awards. Help us celebrate the outstanding people, marketing and initiatives that make Minnesota a premier travel destination.
Award categories include:
- Outstanding Marketing Campaign
- Social Media Excellence
- Outstanding Video
- Best Destination Website
- One Minnesota Award
- Emerging Leader
The eligibility period for each award is Jan. 1- Dec. 31, 2024. Awards will be presented at the 2025 Explore Minnesota Tourism Conference. Watch Industry News in the coming weeks for the Conference dates and location announcement. Nominations are open through Dec. 13, 2024.
Learn more and submit your nominations.
Apply Now to Serve on Explore Minnesota's Councils
The Office of the Minnesota Secretary of State has posted a notice of vacancies for various state boards, councils, and committees. There are currently three seats open on both the Explore Minnesota Tourism Council and the Explore Minnesota for Business Council as follows:
Explore Minnesota Tourism Council
- Travel Agency Representative
- Northwest Tourism Regional Marketing Representative
- Chamber Of Commerce for Underrepresented Communities Representative
Explore Minnesota for Business Council
- Minnesota Tribal Leadership Representative
- Minnesota's Ethnic Chambers of Commerce Leadership Representative
- Representative in Marketing, Human Resources, or Executive Leadership from Minnesota-Based Companies with more than 100 Employees Representing Minnesota's Key Industries
What's expected as an Explore Minnesota Council Member:
- Conduct regular outreach with assigned sector, providing current information, insights and represent viewpoints to council members and leadership of Explore Minnesota.
- Be familiar with the mission, strategic vision and work of Explore Minnesota and be able to represent the mission of Explore Minnesota to the industry sector you serve and represent.
- Attend quarterly meetings, serve on subcommittees, working groups or task forces and attend sector-related events as requested.
All current Explore Minnesota Council members remain appointed until a replacement appointment is made, or formal resignation is received.
Please share or post these opportunities within your own networks.
HOW TO APPLY:
Applicants are encouraged to use the online application so that the appointing authority will have access to your information as soon as it is submitted.
- Visit the Open Positions page
- In the second field from the left, type in "Explore" – and choose the council you wish to apply to serve under.
- Scroll to find the seat type of interest and click the green button that says APPLY.
- Create an application profile according to the system's guidelines.
- Page two of the application will allow you to attach a letter of interest and resume – both documents need to be attached to application in order to be considered.
Alternative ways to apply:
Applications submitted via downloadable application may experience some delay in reaching the appointing authority.
Paper applications may be submitted by email to Open.Appointments@state.mn.us or by mail or in person to:
Office of the Minnesota Secretary of State
180 State Office Building
100 Rev. Dr. Martin Luther King, Jr. Blvd.
St. Paul, MN 55155-1299In accordance with the Minnesota Open Appointments Law, the Secretary of State acts as an administrator in publishing vacancies, receiving applications, and recording appointments. Applications will be reviewed, and appointments made, by the appointing authorities; questions about specific vacancies and appointments should be directed to the appointing authority. Applications are kept on file for one year.
Questions can be directed to Beth Helle at beth.helle@state.mn.us or 651-757-1872.
Explore Minnesota Seeking Travel Guide Proposals
Explore Minnesota is seeking proposals to create its official 2026 travel guide. The goal of the guide is to inspire travel to and throughout Minnesota by highlighting the state's major travel destinations, attractions, recreational activities, and providing relevant trip-planning information to consumers, as well as highlighting the features that make Minnesota a great place to live and work.
The Travel Guide RFP will be posted soon in the State's Supplier Portal, please review details for submitting your proposal online.
Recent Longwoods Sentiment Survey Points to Some Economic Concerns for Future Travel, Interest in Visiting and Shopping Small on Vacation
In the October Longwoods International national survey, 91% of travelers reported having leisure travel plans in the next six months. However, economic concerns continue to impact travel plans. Specifically, 28% said that concerns about their personal financial situation would greatly impact decisions, 22% said that transportation costs would greatly impact decisions and 30% said that inflation would greatly impact travel decisions.
This survey wave posed questions about the upcoming holiday travel season. Compared to last year 19% plan to travel more, 64% plan to travel about the same amount and 18% plan to travel less this year. When asked about spending this year compared to last year, 23% plan to spend more, 55% plan to spend about the same amount, and 22% plan to spend less. Similar to last year, just 9% do not have holiday travel plans this year. This holiday season 49% will travel with their spouse/significant other and 46% will travel with their immediate family/children. The top three holiday season travel activities are visit friends/relatives (61%), go shopping (57%) and see holiday lights (46%).
This survey round also included questions about visiting small, locally owned business (e.g. restaurants, shops and activities) while on vacation. When asked where they typically find information about small, locally owned businesses when trip planning, the top three information sources were online search (53%), advice from friends, family and/or other visitors (48%) and tips and suggestions from locals (45%). When asked about appealing reasons for visiting locally owned businesses while on vacation the top three reasons were buying from and supporting small, locally owned businesses (66%), browsing and/or buying local products (66%) and enjoying the unique environment or experience of a local business (62%).
For more research findings and trends review Traveler Sentiment Study Wave 90.
Upcoming Industry Webinars
- Meltwater, Elevate Your Insights, Oct. 29, 9 a.m.
- On24, A Blueprint to Build Your Webinar and Virtual Events Strategy, Oct. 29, 1 p.m.
- Conversica, Next-Gen AI Agents, Oct. 30, noon
- Predictiv, The Lead Nurturing Playbook: B2B Marketing Strategies for Faster Conversions, Oct. 31, 1 p.m.
- Ortto, The Top Email Deliverability Tips You Shouldn't Follow and What to Do Instead, Nov. 7, 1 p.m.
- Miles Partnership & Future Partners, Stewardship & Sustainability Insights. Nov. 19, 2 p.m.
- Miles Partnership, The Year in Review and the Year Ahead, Dec. 12, 10 a.m.
- Outstanding Marketing Campaign
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October 21, 2024
Horseback Riding in River Valley Ranch, Carver / Photo Credit: Paul Vincent Now Taking Flannel Pre-Orders
Explore Minnesota is excited to begin rolling out new designs and merchandise in our online Star of the North Shop. The profits go right back into promoting Minnesota!
Starting now, you can pre-order your very own Star of the North buffalo plaid flannel shirt. Perfect for long walks in a Minnesota prairie or a boreal forest. Get one for yourself, your team, or start checking off items on your holiday gift list.
Nominations Open for Explore Minnesota Tourism Awards
Celebrate the best of Minnesota tourism by submitting a nomination for the Explore Minnesota Tourism Awards. Help us celebrate the outstanding people, marketing and initiatives that make Minnesota a premier travel destination.
Award categories include:
- Outstanding Marketing Campaign
- Social Media Excellence
- Outstanding Video
- Best Destination Website
- One Minnesota Award
- Emerging Leader
The eligibility period for each award is Jan. 1- Dec. 31, 2024. Awards will be presented at the 2025 Explore Minnesota Tourism Conference. Watch Industry News in the coming weeks for the Conference dates and location announcement. Nominations are open through Dec. 13, 2024.
Learn more and submit your nominations.
Apply Now to Serve on Explore Minnesota's Councils
The Office of the Minnesota Secretary of State has posted a notice of vacancies for various state boards, councils, and committees. There are currently three seats open on both the Explore Minnesota Tourism Council and the Explore Minnesota for Business Council as follows:
Explore Minnesota Tourism Council
- Travel Agency Representative
- Northwest Tourism Regional Marketing Representative
- Chamber Of Commerce for Underrepresented Communities Representative
Explore Minnesota for Business Council
- Minnesota Tribal Leadership Representative
- Minnesota's Ethnic Chambers of Commerce Leadership Representative
- Representative in Marketing, Human Resources, or Executive Leadership from Minnesota-Based Companies with more than 100 Employees Representing Minnesota's Key Industries
What's expected as an Explore Minnesota Council Member:
- Conduct regular outreach with assigned sector, providing current information, insights and represent viewpoints to council members and leadership of Explore Minnesota.
- Be familiar with the mission, strategic vision and work of Explore Minnesota and be able to represent the mission of Explore Minnesota to the industry sector you serve and represent.
- Attend quarterly meetings, serve on subcommittees, working groups or task forces, and attend sector-related events as requested.
All current Explore Minnesota Council members remain appointed until a replacement appointment is made or formal resignation is received.
Please share or post these opportunities within your own networks.
HOW TO APPLY:
Applicants are encouraged to use the online application so that the appointing authority will have access to your information as soon as it is submitted.
- Visit the Open Positions page
- In the second field from the left, type in "Explore" – and choose the council you wish to apply to serve under.
- Scroll to find the seat type of interest and click the green button that says APPLY.
- Create an application profile according to the system's guidelines.
- Page two of the application will allow you to attach a letter of interest and resume – both documents need to be attached to application in order to be considered.
Alternative ways to apply:
Applications submitted via downloadable application may experience some delay in reaching the appointing authority.
Paper applications may be submitted by email to Open.Appointments@state.mn.us or by mail or in person to:
Office of the Minnesota Secretary of State
180 State Office Building,
100 Rev. Dr. Martin Luther King, Jr. Blvd.
St. Paul, MN 55155-1299In accordance with the Minnesota Open Appointments Law, the Secretary of State acts as an administrator in publishing vacancies, receiving applications, and recording appointments. Applications will be reviewed, and appointments made, by the appointing authorities; questions about specific vacancies and appointments should be directed to the appointing authority. Applications are kept on file for one year.
Questions can be directed to Beth Helle at beth.helle@state.mn.us or 651-757-1872.
Explore Minnesota Travel Guide RFP
Explore Minnesota is seeking proposals to create its official travel guide. The goal of the guide is to inspire travel to and throughout Minnesota by highlighting the state's major travel destinations, attractions, recreational activities, and providing relevant trip-planning information to consumers, as well as highlighting the features that make Minnesota a great place to live and work.
The Travel Guide RFP will be posted in the State's Supplier Portal, please review details for submitting your proposal online.
Tell Us About Your Destination
Destination marketing organizations are invited to schedule a presentation about what's new and newsworthy in their destination to Explore Minnesota staff.
Destination Updates are held virtually the second Thursday of the month at 1:30 and 2 p.m. with 20 minutes for your PowerPoint or other visual presentation and 10 minutes for an open dialogue and question and answer session.
Travel counselors, marketing, communications, and additional Explore Minnesota staff will attend the virtual destination update and keep your information top of mind for upcoming opportunities. Things to share include new destination developments, events, business and attraction updates and other newsworthy information.
For questions, please contact Michael Hernandez at michael.hernandez@state.mn.us.
MACVB Presents 2024 Roger Toussaint Award to Julie Wearn Visit Roseville CEO
The Minnesota Association of Convention and Visitors Bureaus (MACVB) recently presented Julie Wearn, CEO of Visit Roseville, as the recipient of the 2024 Roger Toussaint Award at its annual conference. This prestigious award is MACVB's highest honor, recognizing significant achievements and ongoing contributions to Minnesota's tourism industry by an outstanding member."Wearn's exemplary career and dedication to advancing the state's tourism industry makes her a fitting recipient of this esteemed award," said Deb McMillan, Executive Director of MACVB.
"I am incredibly honored to receive the Roger Toussaint Award from MACVB. This recognition is a testament to the collaborative spirit of Minnesota's tourism industry and the talented individuals I've had the privilege of working with over the years," said Wearn. "Our shared goal of showcasing the best of Minnesota has been a driving force in my career, and I'm grateful to be part of such a dynamic and resilient community."
As a seasoned leader with over 30 years in the tourism and hospitality industry, Wearn has served as CEO of Visit Roseville for the past 18 years. Her commitment to enhancing tourism in Minnesota has been instrumental in growing Roseville's prominence as a destination, and her visionary leadership has elevated the region's impact on the broader Minnesota tourism economy.
In 2022, Wearn was recognized by Explore Minnesota Tourism with its top honor as Tourism Professional of the Year, further underscoring her deep commitment to fostering growth and innovation in the industry.
Register Now for U.S. Travel Future of Travel Mobility Conference
Engage in exclusive dialogues with industry leaders, policymakers and cutting-edge experts across travel, transportation and aviation at U.S. Travel's Future of Travel Mobility conference on Nov. 20 in Washington, D.C.
This year's event will explore the public-private collaboration required to transform U.S. infrastructure, advance AI and emerging technologies and develop energy-diverse solutions that will reshape the travel landscape through the next decade and beyond.
Upcoming Industry Webinars
- TrueOmni, Opening New Visitor Experience Channels, Rethinking, Engaging and Building New Ways to Leverage your Visitor Centers, Lobbies and High Traffic Areas, Oct. 23, 1 p.m.
- Iron Horse, B2B Content That Converts: How to Give Your Audience What They Really Want, Oct. 24, 1 p.m.
- Meltwater, Elevate Your Insights, Oct. 29, 9 a.m.
- On24, A Blueprint to Build Your Webinar and Virtual Events Strategy, Oct. 29, 1 p.m.
- Ortto, The Top Email Deliverability Tips You Shouldn't Follow and What to Do Instead, Nov. 7, 1 p.m.
- Outstanding Marketing Campaign
-
October 14, 2024
Minnesota Governor's Pheasant Opener 2024 Successful Minnesota Governor's Pheasant Hunting Opener Held in Sleepy Eye
The 2024 Minnesota Governor's Pheasant Hunting Opener (GPHO) took place in Sleepy Eye on Oct. 11-12, marking the eleventh annual event that showcases Minnesota's conservation work and tourism opportunities.
Minnesota Lieutenant Governor Peggy Flanagan and other dignitaries celebrated pheasant hunting opener weekend in Sleepy Eye with a public land celebration at the Rosenau-Lambrecht Wildlife Management Area on Friday afternoon. Following, the community celebrated with a food truck gathering at the renovated PIX Theater, home of the Sleepy Eye Brewing Co. and Sleepy Eye Coffee Co. Saturday included a hunters' breakfast, hunter's safety overview and a post-hunt lunch and bird cleaning at the Sleepy Eye Sportsman's Club. There were six roosters harvested by all hunting parties during Saturday's hunt.
An enormous thank you to Sleepy Eye Chamber of Commerce and CVB, the community of Sleepy Eye, Brown County, and all the volunteers, hunters, and sponsors for hosting an outstanding event.
The 2025 Minnesota Governor's Pheasant Hunting Opener will take place in Ortonville and Big Stone County, Oct. 10-11, 2025. Explore Minnesota and the Minnesota Department of Natural Resources will assist local partners in planning the event.
Explore Minnesota Tourism Awards Open for Nominations
Celebrate the best of Minnesota tourism! Nominate outstanding individuals, marketing campaigns, and initiatives that make our state a premier travel destination. The Awards, including Social Media Excellence and Emerging Leader, will be presented at the 2025 Explore Minnesota Tourism Conference. Nominations are open through December 13, 2024.
Click Here for details and to submit your nominations.
Explore Minnesota Secures National Coverage for the Month of September
Explore Minnesota has secured the following media coverage for the month of September. Highlights include Terry Ward's inclusion of Minnesota for fall travel in a segment for WTSP-TV in Tampa, and Perri Blumberg's inclusion of Minnesota for best scenic fall road trips in Men's Journal.
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Secured media coverage for the month, garnering 254,620,988 impressions and ad value equivalency of $48,506.52:
- Nick DeRenzo, AFAR: The Best Things to Do in Minnesota (UVPM: 1,467,044)
- Joni Sweet, Forbes: 9 National Parks to Check Out For Fall Foliage, According to New Report (UVPM: 87,519,063)
- Michelle Mastro, Midwest Living: 10 Unexpected Ways to See Fall Foliage in the Midwest (UVPM: 360,155)
- Melanie Haiken, The Points Guy: 5 Stunning Fall Foliage Road Trips in the Midwest (UVPM: 6,285,578)
- Thrillist Editors, Thrillist: The Most Beautiful States in the US, Ranked (UVPM: 2,850,446)
- Graham Averill, Outside: 9 Most Underrated National Parks for Incredible Fall Foliage (UVPM: 4,171,173)
- Terry Ward, WTSP-TV: Top Picks For Leaf Peeping (UVPM: 1,022,328)
- Aired on broadcast (Viewership: 7,400)
- Tarah Chieffi, The Points Guy: The 15 Best Places in the World to See Fall Foliage Without the Crowds (UVPM: 6,285,578)
- Syndicated to MSN (UVPM: 132,453,294)
- Perri Blumberg, Men's Journal: The Top 14 Most Scenic Fall Road Trips in America (UVPM: 8,368,827)
- Julie Sprankles, Scary Mommy: The Best Leaf-Pepping Locales in the US, According to Travel Experts (UVPM: 979,656)
- Izzy Baskette, Thrillist: The Most Stunning Road Trips to Take This Fall (UVPM: 2,850,446)
- Nick DeRenzo, AFAR: The Best Things to Do in Minnesota (UVPM: 1,467,044)
Add Your Minnesota Beer Day Events to ExploreMinnesota.com Now
Nov. 1 has been proclaimed "Minnesota Beer Day", and we want to make sure your events are added to our consumer event calendar.
To have your event considered for inclusion in various Explore Minnesota communications, log into the Explore Minnesota extranet to create new listings for your First Annual Minnesota Beer Day events by Friday, Oct 18.
Please note that submitting an image with your event listing increases the likelihood of your event being featured in an upcoming newsletter or social media post. For technical assistance, contact our extranet team at tourism@state.mn.us.
Update your listing in the Explore Minnesota extranet.
Registration Open for Pathways to Prosperity
The Southern Minnesota Initiative Foundation and SE Regional Sustainable Development Partnership invite you to join them on Tues. Oct. 29 from 4:30-6:30 p.m. at the U of M Rochester to hear the analysis of the challenges, best practices and opportunities to equip resilient community-focused organizations led by people who identify as Black, Indigenous and/or People of Color (BIPOC) or which are serving diverse populations through the release of their Pathways to Prosperity study.
We invite you to attend in-person, though a virtual participation option is available. For virtual attendees, a Zoom link will be emailed to you ahead of time. Please register by Oct. 17.
Registration Open for Destinations International 2024 Advocacy Summit
Join Destinations International at the 2024 Advocacy Summit in Rio Grande, Puerto Rico this Oct. 22-24 and transform your passion for the work of destination organizations into powerful advocacy that makes an impact. The 2024 Advocacy Summit is approved for up to 12 CDME continuing education (CE) credits.
Registration Open for U.S. Travel Future of Travel Mobility Conference
Engage in exclusive dialogues with industry leaders, policymakers and cutting-edge experts across travel, transportation and aviation at U.S. Travel's Future of Travel Mobility conference on Nov. 20 in Washington, D.C..This year's event will explore the public-private collaboration required to transform U.S. infrastructure, advance AI and emerging technologies and develop energy-diverse solutions that will reshape the travel landscape through the next decade and beyond.
Upcoming Industry Webinars
- Meltwater, Elevate Your Insights , Oct. 29, 9 a.m.
-